Diving For Pearls
How a programme of research resulted in best practice advice on advertising agency payment by results
Jonathan LaceSouthampton 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...