If not, the obvious question is: “Why Not?” More importantly, if your media agency hasn’t initiated dialogue with you on this topic don’t wait any longer; engage them directly to gain an understanding on their practices in this area and to share your organization’s perspectives on this complex topic.
What are agency volume bonification deals? Commonly referred to as AVBs, agency volume deals, rebates or media kick-backs, these deals typically take the form of cash incentives offered to media agencies by media owners to incent them to spend more on their properties. Long a part of the media landscape around the globe, there’s growing concern within the industry that the use of AVBs is more prevalent (and non-transparent) in the U.S. than had been previously thought. Those were the findings of a 2012 survey conducted by the ANA in conjunction with Reed Smith on this topic.
The value of AVBs, which vary by media, by spending level and by country, can be significant, ranging between 3% – 20% of an advertiser’s net media spend. There are two primary issues with these deals. The first concern regards the potential of this incremental revenue to unduly influence agency decisions on advertiser media placements, potentially allocating more dollars to a particular media or outlet than would be warranted based upon approved media strategies and or the media properties share of market. The second has to do with the lack of transparency around these deals between the agency and their clients.
Unfortunately, a lack of transparency into the presence of AVBs usually results in the advertiser not receiving their pro-rata share of any rebates secured by the agency as a result of the client’s media investment. While the view regarding “who’s” entitled to the proceeds from AVBs varies somewhat depending upon the country and whether you’re speaking with an agency or an advertiser, one thing is clear… AVBs are earned as a direct result of the cumulative financial investment made by an agency’s client base. Thus, it isn’t surprising that a majority of advertisers believe that they are entitled to their pro-rata share of any and all earned rebates by the agency brand and or holding company that they are working with. In fact, in the aforementioned ANA survey on the topic, 85% of survey respondents believed that agencies “should remit all dollars to clients.”
As it stands, an advertiser’s contract with their media agency may not even address this topic, either specifically or in the broader context of any and all earned discounts, no-charge media weight and or rebates. Thus, the best place to start is a review of the current Letter-of-Agreement that governs the client/agency relationship. Additionally, direct open and candid conversations between senior members of the advertiser and agency teams are warranted to sort out whether or not the agency is in fact participating in AVB programs and, if they are, the resulting media allocation and or financial impacts on the advertiser.
A forewarning, do not get frustrated. Too often when it comes to AVBs the first response back from an agency is often “What is an AVB?” This is typically followed by a firm denial of the agency’s participation in any such incentive program. To be fair, the day-to-day account team at the agency usually does not have insight into the agency or agency holding company’s practices in this area. That is why it is best to engage senior representatives from the agency when it comes to this sensitive topic. Let’s face it, if the agency is currently collecting and retaining any level of AVB rebates that goes directly to the agency’s bottom-line, they often keep this information extremely confidential. Thus, clients requesting transparency into this practice and or demanding their pro-rata share of the AVB activity has the potential to significantly impact the agency’s income in a negative manner. In the words of Winston Churchill:
“There are a terrible lot of lies going about the world, and the worst of it is that half of them are true.”
In our experience, a discussion regarding AVBs will likely lead to a broader conversation regarding agency remuneration, scope of work, agency staffing and deliverables. It is our opinion that advertisers and agencies alike should welcome this conversation with open arms. Why? This represents an opportunity to put everything on the table ranging from billable rates, overhead rates, overhead components and guaranteed profit levels so that both parties can discuss the financial aspects of their relationship in a comprehensive, transparent and open manner.
Finally, one of the more startling findings in the ANA research on this topic was that 40% of the advertiser organizations surveyed were “not sure” if their agency agreements had language dealing with AVBs. If you harbor any doubt about the appropriateness of the language governing behavior in this area within your agreement, now would be a great time to review the document with your legal team.
Interested in a second opinion of the soundness of your client/ agency agreement or whether your agency has been remitting any AVBs due your company? Contact Cliff Campeau, Principal at AARM via email at firstname.lastname@example.org to schedule a complimentary review.