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»Alain Portmann

More Advertisers Embrace Performance-Based Pay For Agencies

Has performance-based pay finally arrived for agencies? Traditionally, marketing services firms were paid on a set scope of billable hours worked by each employee on an account. But a growing number of advertisers are pushing for more tangible, ROI-based remuneration. The biggest recent example is McDonald’s. The quick-serve advertiser’s RFP process specified that agency compensation… Continue reading »
by Alison Weissbrot // November 21st, 2016 //
»
Why Network Agencies Struggle With Performance Models

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alain Portmann, partner and head of strategy and insights at House of Kaizen.   McDonald’s decision to appoint Omnicom to its US creative account, on the basis of a pay-per-performance component,… Continue reading »
by AdExchanger // November 14th, 2016 //
»
 

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