Payment by Results II is the most comprehensive evidence on PBR in advertising agency remuneration in the public domain. Our first report ten years ago (1999) was welcomed by both sides of the industry. Advertisers and agencies alike used that report as a source of ingenuity and to benchmark their own agreements.

Payment by Results II will be an indispensable reference for everyone involved in analysing and negotiating agency remuneration. This comprehensive 200 page report gives a thorough review of the evidence from around the world.

Both clients and agencies should be seeking the best ways to achieve a win/win situation. What are other companies doing? How can we learn from their example? What are the benchmarks?

This report addresses the issues.

A review of the potentual benefits and drawbacks of PBR.
Ten year trend data on UK PBR - creative and media
International data from leading ad markets around the world - US, Japan, Germany, UK, France and some smaller countries
In depth interviews with agency CFOs
In depth interviews with advertiser marketing directors
Focus group with client marcoms procurement
In depth interviews with ISBA and the IPA
A review of the literature, with comprehensive references
25 example schemes

The centrepiece of the report is a unique database of over 100 PBR schemes, used to examine the relationships between client situation, PBR scheme structure and success outcomes. It is also used to identify the characteristics of win/win and strategies to maximise self interest.
There is an appendix of 52 tables in support of these two chapters.

The report was conducted in collaboration with ISBA. Whilst written in the English language it will appeal to advertisers and agencies around the world.