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B elieved to be the World's first
dedicated report on payment by results (pbr) in agency remuneration. The
findings are based on quantitative survey of advertisers and interviews
with agency CEOs and finance directors. The report reviews the
international literature, examines current practice, discuss the roles
that pbr can play, examines potential pitfalls and considers worries on
both the agency and client sides. There are chapters on the interviews,
the measures to use and an 8-point checklist for successful
implementation. Details of 25 schemes are also included, as is a
bibliography for further reference.
"This is an excellent thought-provoking study." Mike
Moran, Commercial Director, Toyota (GB) "This is a
well-researched, comprehensive and sensible study….I welcome the report
and would urge all agencies to discuss its content with their clients."
Rupert Howell, Chairman HHCL and President of the IPA.
Visit the ARC e-shop to buy this report today. |
