Adding something: Interactive marketing agency ends up enjoying an ownership stake

"No matter how innovative or successful a campaign might be, the agency developing it is ultimately beholden to its client. Accordingly, compensation typically ends when the contract does.

'We don't think that is a particularly equitable way to do our business,' said Jim Coudal, president of Coudal Partners, an interactive marketing agency at 400 N. May (about 1100 west, just south of Kinzie).

'The whole work-for-hire thing in design and advertising, where the client owns everything outright, is a broken model,' he said."

XPLANE's xBlog has been up and running since 1999. 

Browse our collection of insights and ideas by topic: