The great divide

Prof Robert Lauterborn

Accountability and payment by results in the 1990s. Set in the U.S.

The great divide

Accountability and payment by results in the 1990s

Robert Lauterborn

Corporate perspectives of marketing and advertising are changing profoundly. From a climate of casual trust which first arose in the heady post-war days of explosive growth and heavy ad expenditure, an uncomfortable and lean new realism has emerged. The dreaded 'A-word' - accountability - is the common theme driving irreversible innovation. Though set in the US context, this article sharply echoes similar trends in the UK. It focuses on new forms of remuneration, particularly 'payment by results'. With evidence of the speed of this swing, the author...

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