Nov
22
'Time and Money': What DDB's Keith Reinhard Has Learned About How Agencies Are Paid
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DDB introduced a compensation model in 1990 called “Total Creativity. Guaranteed Results,” which Keith Reinhard, worldwide chairman emeritus of the Omnicom agency, says “got a lot of good press but few takers.”
Reinhard says Ad Age’s recent “How Much Are Agencies’ Ideas Worth?” feature made him think about the agency’s model and what the shop has learned over the years, including the fact that “it was wrong to use the word guarantee.”
Continue below to read Reinhard’s reflections on agency compensation agreements.
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