The VeraSage Institute led by Ronald Baker is a well respected thought leadership organization providing new perspective and fresh thinking for “professional-knowledge” firms, including marketing service businesses of every variety.  Mr. Baker has collaborated with the 4As and the ANA in a variety of forums in the effort to break new ground on how agency services should be priced and the interaction between marketing service providers and client-side procurement managers.  Among other issues, Mr. Baker presents a strong argument for rejecting the notion that agency compensation should be based on time reporting and the costs of labor.

Go to http://www.verasage.com for a thorough presentation of the firm’s mission and references to extensive resources on a different approach to marketing industry management, pricing and resource utilization strategy.