Compensation Models for Creative Agencies - Way Forward

Unlike CPG accounts which are the largest revenue generators for creative agencies in Germany, pharmaceutical accounts are a less lucrative account (they are behind CPG, BFSI and Telecom in terms of end usage and pharmaceutical spend on creative advertising is declining in Germany) for creative agencies. The question is, ?Can pharmaceutical accounts in Germany leverage on various strategic measures like pay for performance (adopted by Coca-Cola, P&G) with creative agencies?? Pharma-Agency Relationship: The relationship between pharmaceutical clients and creative agencies in Germany and the remaining parts of Europe has seen a paradigm shift. Let us discuss the reasons behind the shift and its impact on pricing.