"The new arrangement will enable us to optimize our return on our marketing investment," said David Ropes, director of corporate advertising and integrated marketing at Ford. He said Ford worked with its agencies to develop the system, noting, "Usually clients call in consultants, then dictate to the agencies."
"The world is moving toward this," said JWT's Don Topping, senior partner-executive management director of strategic services. "Clients are doing more than media advertising and agencies are doing more than media advertising, so having compensation based on media is a little out of date."
Mr. Ropes said the performance incentives will be based on three criteria: qualitative annual agency reviews, in-market effectiveness measurements and meeting profit goals.