Jun
9
Unilever Jumps on the Pay For Performance Schtick
Filed Under Advertising, Digital Signage, digital ooh
Yet another big name brand has jumped on the Pay-for-Performance or “value based” bandwagon. Unilever has started to tell the folks at WPP that it wants them to start to take a different approach.
Nokia was the last company to do this to WPP I believe and they outright said no and the business was pulled.
Wonder how long they will stay their current course and push their clients off by refusing to go this route?
The last company I mentioned who did this to its agencies was Coke, which I reported on a little while ago. As I said in the other post, it’s a tricky system to implement.
To WPPs defense, they also want to extend payment beyond 30 days which WPP has been a defender of. For Unilever to try and hurt their vendors (which would include folks like my company) in this type of economic climate is low.
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[...] in 2009, including an iron-clad call for accountability across several industries, giving rise to Pay-for-Performance models, widespread agency reviews and closures of some of the advertising industry’s top [...]