Payment-by-Results.
Is There a Pot of Gold at the End of the Rainbow?
Jonathan M. Lace
Introduction
When a company of the stature of Procter & Gamble announces the intention to change its method of agency remuneration on 200-plus brands from a commission-based structure to incentive compensation, the marketing world notices (Financial Times, 1999; Marketing, 1999). The list of advertisers that have embraced incentive compensation is prestigious General Motors, Amex, Colgate Palmolive, Kmart, Levi Strauss, Wrigley, Kellogg and Unilever to cite but a handful of the biggest (Advertising Age, 1997a,b,c,d; Adweek...