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Agency Forum: Ford calls for reappraisal of fee system.
One of this year's most well attended seminars at the forum saw Universal managing director Mike Ford issue a call for agencies to realistically assess their fees in order to help create a strategic platform for negotiating with corporate clients.
Ford chaired two sessions entitled 'Understanding when to say no to clients', in which he outlined his vision for all agencies to create 'commercially sustainable economic models'.
'Our sector has evolved from a travel industry to a professional intellectual service industry,' …
