Diving For Pearls

How a programme of research resulted in best practice advice on advertising agency payment by results

Jonathan Lace
Southampton Business School, Advertising Research Consortium


Introduction

The paper describes the research that lead to the publication of the UK joint national industry association guidelines on the use of payment by results (PBR) in advertising agency remuneration agreements. Specifically it will review the:

  • wider context of relationships and changing agency remuneration;
  • difficulties in researching the topic, and how these were overcome;
  • contribution of various research methods employed;
  • pearls of wisdom/insight that were discovered;
  • rationale for the advice offered in the guidelines.