Can Advertising Agencies Look at Value-Based Compensation?

 Quite sometime back I had posted on LinkedIn an update mentioning, in the future, agencies will be offered value based compensation by clients. Few days back I met one of my ex-colleague and he gave his own POV and also asked me to elaborate on my thoughts. Albeit the delay, this long post is just that.



Alright, so picture this: the ad agency game, a whirlwind of creativity and strategy. But here's the plot twist – the traditional billing method is feeling a bit outdated. For more than 50 years, everything in the agency has changed, except the retainer fee. It is like watching multiple seasons of a TV serial but with that one character who has not changed - in looks or in personality. 

Having a retainer based fee is fine. I’ve nothing against it. It’s like trying to watch a blockbuster movie on a black-and-white TV. Sure, it works, but it's not quite cutting it anymore. The problem? The usual time-based billing doesn't always sync up with what clients really want – measurable results and bang for their buck. Remember, we are talking to a CMO, whose role has expanded and now includes the word ‘Growth’.

The advantage of value-based compensation model is that it is all about shaking hands on goals that matter, tying the agency's success to the client's victories, and turning the ad game into a win-win scenario.

Here are some thoughts on how to make this model actionable.

  • Client-Centric Value Metrics:

Think of it like this: if the client's goal is to sell more widgets, let's measure success by how many widgets are flying off the shelves. Simple, right? If it is about awareness, the number of people we are reaching and the impact that is seen through brand studies.

  • Collaborative Goal Setting:

It's like planning a road trip together. Set those goals as a team. No surprises, just a clear map to the destination. It is not just a pow-wow between the respective management honchos, but the entire team from marketing, sales, finance, creative, strategy, servicing… the entire village. Everyone should know that they have a skin in the game

  • Performance-Based Compensation:

Here's the fun part – the more successful the campaign, the more the agency pockets. It's like a ++bonus for a job well done.

  • Transparency and Communication:

Be an open book. Let the client peek behind the curtain. Explain how fees work and show them the direct link between their investment and the magic happening.

  • Technology Integration:

Think of it as having a superhero sidekick. Tech tools help track and measure success in real-time. No more waiting for the monthly report – it's all there on the dashboard. Project Management, reports, collaborative tools, all will help in track, record, and speed the GTM process.

  • Continuous Improvement:

It's like upgrading your favourite app. Regularly check and upgrade the game plan. Stay nimble, stay ahead.

  • Risk Mitigation Strategies:

Every good story has a plot twist. Be ready for it. Develop plans for when things get a bit bumpy, so the story still ends with a happy client.

  • Client Education:

It's time for a bit of show-and-tell. Share success stories, showcase how other clients hit the jackpot with this approach. Make them see that it's not just a new strategy – it's a game-changer.


TBH, there are a few examples of clients giving ‘bonus’ to agencies based on metrics, that are both, quantitative and qualitative. But the revenue motivation is so minuscule that most agency folks are not bothered about it… until agency appraisal time(usually, year end). 


So, there you have it – the tale of transitioning from the black-and-white era to technicolor in the ad world. Value-based compensation isn't just a strategy; it's the hero that saves the day. By aligning goals, keeping it real, and constantly fine-tuning the approach, agencies can turn their client relationships into blockbuster partnerships. It's not just business; it's the art of creating success stories together. Cheers to the new era! 

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