Stop paying agencies for the wrong things

As I read the ANA commissioned reports on transparency and rebates in our business, I was floored.  Not floored at the findings but floored that anyone is surprised at the findings.  I’m also floored that brands (and agencies) seem to be lost as to how to solve the problem.  To me, the causes and the solutions are pretty straight-forward.
Let me lay it out for you:
First, brands are under budget pressures every year.  They are expected to deliver increasingly better res