I recently came across a post on DigiDay.com, which is fast becoming one of my new favourite blogs, called Agencies Must Embrace Performance Pricing.
The gist? Old-school agencies, be warned: your clients want you to put your money where your mouth is.
The article argued that the shift to performance pricing is inevitable.
Business leaders and their marketing heads expect more from their marketing dollars. They want partners who truly understand marketing’s responsibility beyond just impressions. Those who can build a brand by directly building revenue and market-share are the agencies that will endure in the 21st century. [Read more…]