Why are Ad Agencies so often
opposed to barter?
Ad agencies are tasked with the responsibility of providing the best advertising possible. It’s appropriate for the agency to be taskmasters regarding quality and extra effort.
Some agencies add huge value by deciding to cooperate with the barter firm and help the client recoup their losses due to costly liquidations. Ad agencies should first and foremost make sure that the media schedules match what was planned, promised and ordered. What they don’t like is the loss of control that most barter firms demand. Sherwood believes the agency has the client’s best interests in mind and we prefer they stay in control.
Considering that the ad agency still receives the same fees/commission with barter, agencies who instinctively adopt a “can’t do” attitude only hurt their client.