Results-based fees could raise revenue

I’m pleased you’ve raised the thorny issue of changes in agency remuneration (MW 5 August). Strategy in a full-service agency is the gunpowder in our munitions. Any agency with genuine confidence in its ability to plan and execute a campaign across multiple channels should welcome a move to results-based fees because it can be a route to increasing revenue.

Breda Bubear of Virgin Atlantic makes a valid point that remuneration by results is not really appropriate in “flag-waving” campaigns, but where there is an expectation of results, we believe that incentivising the agency into a share of the spoils is a positive way forward.

Ray Wellington, Head of strategy, Milton Bayer Communications

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