WPP's Xaxis Starts an Agency Whose Pay Depends on Its Results for Marketers
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WPP digital media buying network Xaxis is looking to tie more of its own compensation to achieving specific client goals such as sales or downloads by forming a performance marketing agency called Light Reaction.
“We see this part of the business growing as rapidly if not more than the business we already built within Xaxis,” said Xaxis CEO Brian Lesser. “There’s a growing market need for companies that aren’t only expert in data, technology and programmatic but also in delivering outcomes on a model that guarantees those outcomes.”
Performance marketing currently assumes about 10% of Xaxis’ more than $700 million business. But the WPP digital media buying group wants performance marketing, and the pay-for-performance compensation model that comes with it, to assume a much larger portion of its business. The network is looking to double the 20 global markets in which it operates in the coming years, said Mr. Lesser.
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