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Let's kick-start the remuneration revolution

In this month's Marketing Magazine, IPA President Ian Priest discusses remuneration, and why now is the time to explore different models.

28/07/2014

"We all understand the power of incentives. It seems curious, then, that, as more clients pursue innovation and commit bigger budgets to top-line growth, both sides of the industry apparently remain wedded to a payments model that neither incentivises agencies nor rewards outstanding commercial creativity.

"Of course, the time-based payment model linked to input or output has a role, and may continue to account for the bulk of client-agency remuneration models. Nonetheless, although it can surely be improved, time-based payment is not geared to reward the kind of commercial creativity that creates value, drives innovation (and its corollary, risk-taking) and, ultimately, provides the client with business-transforming ideas," says Priest.

Read more here.

Last updated 28/07/2014


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