quisma

With agencies continuing to voice concern about their battles with clients’ procurement officers, some high-profile agency executives have called to pay for performance. Perhaps they should look no further than today’s direct-response business — traditionally driven by search advertising — where agencies like WPP GroupM’s Quisma have been operating for more than a decade. Quisma continues […]

Ronald Paul is CEO of QUISMA, a European performance marketing agency and a subsidiary of WPP Group’s GroupM. AdExchanger: How do you define a performance marketing agency today? RP: Whereas performance marketing was once a single online marketing channel, with brands only paying for leads or sales generated via advertising on third party publishers’ sites, […]