Incentive, incentive, incentive
How advertising agencies should be remunerated is an increasingly debated issue. Jonathan Lace, Plymouth Business School, considers new evidence regarding the practice and performance of payment by results
Jonathan Lace
The common law of business prohibits paying a little and getting a lot...it cannot be done.
John Ruskin 1819-1900
There cannot be much doubt that agency remuneration is of increasingly important concern to both advertisers and agencies. The long-standing angst - whether fees or commission are best - continues, but increasingly clients are looking for a remuneration agreement that itself provides an incentive...