Payment by results
'Your agency gets paid the same, whether your advertising works or not. Not much of an incentive, is it?' The case for PBR
Paul Bainsfair
A committed enthusiast for payment by results (and bitter critic of commission), the author puts the case for effectiveness-based remuneration and shows how it operates in his own agency. PBR benefits both client and agency: it puts a value on the contribution of advertising; it's fairer for everyone; and it builds trust and a sense of common purpose.
Noting the real problems of measuring effectiveness - and inertia - the paper...