Performance-related pay: good for transparency but bad for creativity?

Brands’ working relationships with agencies have come under intense scrutiny recently, with performance-related pay (PRP) in particular rising up the agenda in the past month.
In late August McDonald’s announced it was working with a new integrated agency in North America, set up specifically by Omnicom to help the fast food heavyweight become “customer obsessed”. The deal stipulated that the 200-strong team would operate at cost and that any profit the agency makes will&