Loud as the chatter about outcome-based remuneration is across the holdco space, the reality of it is still some way off, according to one of its most vocal proponents, WPP CEO Cindy Rose.
It’s a notable admission given Rose has made outcome-based pay a core pillar of WPP’s turnaround plan, overhauling how global client leaders — the senior execs running the biggest accounts — get paid, tying it directly to client growth. Getting clients to pay the same way is another matter. So far, only one has: Jaguar Land Rover.
“If you look at the history of this industry, the commercial model has been evolving for the past 40 years, and I think we’re going to have to continue to adapt because the time and materials model is probably not sustainable in the long term because AI ultimately will enable us to do our work faster with fewer people,” Rose told Digiday today (August 6) as the agency giant published its first-half earnings report.
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