Payment by Results 2
Advertising Agency Remuneration Best Practices
The report PBR2: Advertising Agency Remuneration Best Practices was prepared for the ICA by Canadian marketing communications consultants Adrian Sark and Dan Reynolds. The report, among other things, gives ad agencies and their clients insight into "practical real-world experience" with PBR, from Canada and abroad, and provides "best practices" road maps for its implementation.
A management by objectives, pay-for-performance style of remuneration has long been standard for senior executives in industries around the world. Similarly, the ICA supports the "bonus" approach to PBR that recognizes the essential partnership between clients and the agencies and their need for goal congruence, mutual objective setting, and the "Win-Win" that is the foundation of Payment by Results.
For PBR to be successful requires open and trusting communication between client and agency. In light of this belief, the ICA is making this report available free of charge to agencies and clients through our web site.
Table of Contents
- Introduction
- Methodology
- Background
- Research And Learning
- The Current Arrangements
- The Drive Toward PBR
- The Benefits Of PBR
- PBR Schemes
- Remuneration Schemes
- Performance Assessment
- Caveats
- The ICA Position
- PBR Philosophy - "Win-Win"
- PBR Principles
- PBR Guidelines
- PBR Remuneration Practice
- PBR Mechanics and Criteria
- PBR Implementation Process
- IPA/ISBA Guidelines (U.K.)
- Bibliography
MEMBERS: Free
NON-MEMBERS: Free
Printed copies are available - please call Jo-Ann McQuillan at (416) 482-1396 Ext. 224
