Diving for pearls

Date of publication: September 22, 2002

Abstract:

This paper describes research conducted by the author that led to the publication of the UK joint national industry association guidelines on the use of payment by results (PBR) in advertising agency remuneration agreements. Set in the context of changing client/agency relationships, it describes the difficulties in researching the topic and how these were overcome, the contribution of various research methods employed, the pearls of wisdom that were discovered and the rationale for the final advice offered.

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