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For decades, the agency business has run on a simple, if imperfect logic: clients pay for time and the people who fill it. Hours logged, heads counted, invoices sent. Nobody particularly loved it but it was predictable enough that nobody moved to change it.
That may finally be shifting. At the presentation for its new strategy in London on Thursday (Feb. 26), WPP made the most explicitly public case that the future of agency compensation look less like a staffing invoice and more like a performance contract — one where fees are tied directly to business results, not inputs.
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