Agency compensation is the subject of this 2009 ANA article. P&G and Coca-Cola are seen as pioneers in embracing value-based compensation (VBC) models - which effectively break the link between the amount of time an agency works on a project and the amount it gets paid for the project.
Pay For Performance
With Coca-Cola and Procter & Gamble leading the way, the marketing community is beginning to embrace value-based compensation for agencies
Since 1985, saying “New Coke” to a marketing executive has been something of...