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Pay-For-Performance’s Time Has Come Says IPG Mediabrands Global CEO Seiler

By AdExchanger

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2012 PredictionsThe 2012 version of the AdExchanger.com “predictions” piece comes with a twist as a selection of industry execs offer their thoughts on the following question:

“What’s going to happen next year in advertising that hasn’t happened before? And why?”

Matt Seiler, Global CEO, IPG Mediabrands, offers his views.

Clients will pay their agency in direct correlation to the value the agency contributes to the client’s bottom line. We call it Pay For Performance. It really equates to an agency-client partnership versus the agency role as a broker of client marketing dollars. It’s a smart, deliberate way of managing the clients’ investment in the media space. In the end, when the clients succeed in making or exceeding their sales goals, the agency succeeds in a far more lucrative way. The agency takes the risk, but also, when successful, reaps the rewards along with the client.

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