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Ian Priest on reinventing remuneration

New types of client-agency partnerships, structures and forms of output have created the ideal climate in which to explore different remuneration models. Whether value- or risk-based, as IPA President Ian Priest explains in this month’s Marketing magazine, the opportunity is there to create real win-win models for both clients and agencies.


Says Ian Priest: “Most remuneration models centre on time-based reward. But paying an agency just for its time or input doesn’t reflect the reality of the new era, new ways of working or the contribution that a motivated and committed agency can make to a client’s business.

“Alternatives such as value-based remuneration, where agencies are rewarded for the real differences they make to a client’s business, or risk-based, in which the system rewards a greater appetite for innovation and risk, can create a win-win for both parties: clients get top-line growth and agencies get better rewarded.”

At the Adaptathon on 8th July leading senior clients including Alexia Clifford (Department of Health); Martin Riley (Pernod Ricard); Nigel Gilbert (TSB); and Dominic Grounsell (RSA); senior procurement experts from Barclays and Mondelez; agencies including AKQA and the Engine Group, which are pioneering new business models; and senior agency finance professionals such as Omnicom’s Telling will analyse value- and risk-based remuneration, how to improve time-based charging, and client-agency case studies.

Read more here.

Find out more about the ADAPT agenda, and book tickets for the next Adaptathon around Performance.

Last updated 30/06/2014

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