Mark Hudson

Advertising Procurement Manager
BP

Check out the incredible speaker line-up to see who will be joining Mark.

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Day 2: Thursday, November 13, 2014

Sunday, January 11th, 2015

08:45 Panel Discussion: Show Me The Money: The Evolution In Agency Compensation Models

The fixed-fee, retainer model that has worked for agencies and brands alike for the better part of the last 100 years is slowly dying out. As brands’ demands to translate work into proven results, the agency mantra of “if we do well, we won’t get fired,” is no longer enough. What is replacing it is the center of this discussion. Labor-based and pay for performance models are becoming more prevalent remuneration models. How do you evolve an existing relationship based on the risk and reward for both the brand and the agency? This panel discussion will debate:

• Moving the discussion away from hours and overhead toward performance improvement
• Myths and realities of pay for performance
• How to get the agency to separate the fee from the production
• Developing a process for measuring success that can be traced directly back to the agency’s work
• Fees and costs- you get what you pay for
• Does pay for performance increase transparency?
• What do successful incentive structures look like?
• Do pay for performance metrics apply the same for creative, media and digital agencies?