This article in Ad Age says that a “pay-for-performance” model — where agencies get paid based on whether or not an ad actually delivers results in the marketplace — is starting to “gain steam” in our industry.
To the rest of the industry, to all the people who are paying consultants heavy dollars to reach this point, and are finally considering this way of doing business, I say: “Welcome to the party.”
This is the way we’ve been running our business at Zimmerman for over twenty-five years. We get paid for our performance. We don’t focus on output. We focus on outcome. What happens in the marketplace is what determines our success or failure, because that’s what determines the success or failure of our clients.
We don’t want to be looked at as vendors. We want to be looked at as partners, with the full transparency that a partner relationship needs.
We don’t give a damn whether we win an award for being “creative.” We are a business solutions agency that happens to do advertising. We are not Miss America contestants. Our competitors claim that when they win awards from the advertising industry, it increases recognition and business for the clients. That’s bullshit. We succeed because we are insanely committed to making sure our clients succeed in the marketplace. And “pay-for- performance” is how we have always worked.
LINKS: Ad Age: Pay-for-Performance Starts to Gain Steam