Comments on: The Economist talks pay-for-performance advertising, 5 years after we do.

By: jobseekers555

jobseekers555 — Wed, 09 Dec 2009 05:16:48 +0000

Interesting post.Thank you for writing.
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By: sharadjha

sharadjha — Fri, 25 Sep 2009 01:57:04 +0000

Bus accident claims

By: sumedh

sumedh — Sat, 04 Jul 2009 23:26:23 +0000

You can also call yourself portfolio management schemes (PMS) that get paid by percentage of profits earned… :)

By: lbhat

lbhat — Thu, 18 Jun 2009 12:10:16 +0000

Interesting post and well-written as usual. For most agencies relying on mass media, this assumes that they have control on various aspects of the marketing mix. A creative agency may not 'get their way' in strategy or the right creative expression. Or no say at all on media planning & buying (which is often given to a specialist unit outside of the agency). So the success or failure does not rest with the creative agency alone.

By: Grace Mehta

Grace Mehta — Wed, 27 May 2009 15:04:05 +0000

Hey Mahesh ,
Thanks for sharing this interesting article here . I have the same question few people before me asked ” how do you measure creativity ? ” Its a terrific concept of being paid for value addition but how does one define value ? How does one measure creative excellence ? I must say this model certainly looks a win win game both for agency and client as the agency would have to be more accountable and deliver better results and client saves money for not having to pay for the product that doesnt add to his value .
If the agency commissions have really dropped to 1.5 are you saying its now a game of sheer volume ? Considering the inflated fixed fees that agencies are charging isnt it still good to have around 20-24 % ? It may not be as great as the days of 15 % commission but still its not that bad either considering todays times …
Regards ,

Grace Mehta