- The Drum, Wednesday, July 9, 2014 9:18 AM
Pernod Ricard's CMO and Chairman of the World Federation of Advertisers, Martin Riley, believes, “endless discussions of renumeration and commoditising of work is a cost exercise which is not
solving the problem of what the client/agency relationship really needs”. He claims agencies need to move away from billing by the hour and instead help brands solve problems. Hence the drinks
giant has restructured recently around smaller teams to “capture that entrepreneurial spirit”.
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