Agency/Broker Vs Direct Clients
- An agency is defined where there is a third party involved in the decision making process, typically an agency/broker will source the whole of market for the best available opportunities for the client, and will take receipt of the data and forward onto the end user, and will take a negotiable commission typically 10-20%, agencies are ultimately not the decision maker but a strong influence in this process, market research agencies fall into agency/broker where the data is to be used by an end user.
- A Direct client is defined where there is a direct relationship between the data owner and the decision maker, this is further defined that there is no commission payable in these circumstances, market research agencies can be classified as direct only where the results of a campaign are shared but not the data, call centre's are defined as a direct client, although the data is being used on behalf of client(s), or the call centre owner, as long as there is no commission due, and the relationship is direct between them and the data owner.
Read more about this topic: Direct Marketing Association (UK)
Famous quotes containing the words agency, direct and/or clients:
“It is possible that the telephone has been responsible for more business inefficiency than any other agency except laudanum.... In the old days when you wanted to get in touch with a man you wrote a note, sprinkled it with sand, and gave it to a man on horseback. It probably was delivered within half an hour, depending on how big a lunch the horse had had. But in these busy days of rush-rush-rush, it is sometimes a week before you can catch your man on the telephone.”
—Robert Benchley (1889–1945)
“Science is a system of statements based on direct experience, and controlled by experimental verification. Verification in science is not, however, of single statements but of the entire system or a sub-system of such statements.”
—Rudolf Carnap (1891–1970)
“...a lot of my people are models. I like that for them. I admire models, so I think that’s right for my people. ...I love it when I have an important [client]. And the pictures and awards. One of my clients has these television awards—a beautiful statue of a woman. I think it’s an Emmy. People would be lucky to get one. She has two. I think that’s great.”
—Elaine Strong (b. 1934)