Agencies push performance pay, but FTE billing still rules
Adweek’s Christopher Cicchiello reports that Horizon Media Holdings president Bob Lord publicly called FTE billing the “old system,” arguing AI pressure should push agencies toward outcome-based remuneration instead.
Why it matters. Agencies that can’t break FTE pricing without an outside shock keep ceding leverage to clients demanding measurable, outcome-based fees.
Signal from adweek.com · Christopher Cicchiello · read the original.
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