By Seb Joseph

A zero margin, performance-related pay model might seem more beneficial for McDonald’s than Omnicom but both advertiser and agency are confident it’s the best way to balance the small agency intimacy with the cost efficiency and breadth of a big agency.

It’s a model its creators – McDonald’s first ever chief marketing officer Deborah Wahl and DDB North America chief executive Wendy Clark – refer to as the “agency of the present’. Present, not future, because of the urgency behind the advertiser’s search for a model that can help it view marketing in its entirety amidst a wider turnaround Read full story ›

Source: The Drum