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A&G CEO Andrew Graff at Ad Age Small Agency Conference: Winning More by Offering Options


Andrew Graff spoke at Ad Age’s Small Agency Conference in New Orleans on how he has overhauled the agency’s pricing and compensation structure to reflect how brands engage with advertising in today’s climate. Andrew and his co-presenter, Tim Williams, Founder of Ignition Consulting Group, pointed out how agencies should adopt the same pricing as marketers: by pricing their products and services using options. Andrew shared A&G’s options-based pricing model and challenged agencies to rethink hourly compensation and instead focus on various ways to maximize scope of work. A&G has evolved the way they work, and new compensation structures have paid off, with 16 new business wins so far this year.