WPP is betting its future on getting paid for outcomes
By Seb Joseph For decades, the agency business has run on a simple, if imperfect logic: clients pay for time and the people who fill it. Hours logged, heads counted, invoices sent. Nobody particularly loved it but it was predictable enough that nobody moved to change it.
That may finally be shifting. At the presentation for its new strategy in London on Thursday (Feb. 26), WPP made the most explicitly public case that the future of agency compensation look less like a staffing invoice and more like a performance contract — one where fees are tied directly to business results, not inputs.
“Those outcomes aren’t ‘do you like the agency you work with’,” said Johnny Hornby, CEO, WPP specialist communications agency division. “Those outcomes are ‘are we selling more product and will we get paid on being able to sell more product?’”Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more
Source:: Digiday



















