Package Design - May 2015 - 70

DEBATE & DISCUSS

You're putting your best brains onto something you're
not being paid for and taking your eye off your
existing clients, who are paying you full whack.

 Can a performance-based payment plan help an
agency deliver more revenue for both the design
firm and the brand?
I'd be on a beach in the Bahamas now on the money I'd
have made from a performance based relationship-if we
could make them work. The trouble is, it is extremely
hard to isolate the design element of a brand's success.
It's tough to discount the effect of advertising and of
social media.
You simply can't make those kinds of arrangements with
a global business; the barriers are massive. However, startups that are willing to trade equity for design are prime candidates. We've done it only once in WMH's lifetime and it
worked, but it does involve quite a lot of legal wrangling.
What needs to happen to make a pay-for-performance scenario work well?
Two willing parties, cheap legal advice and a client that
isn't supporting the brand with advertising. If the design
firm can handle the design and social media then there's
a chance an agreement can be achieved.
We probably should do it more often. Thanks for
reminding me!
Can spec work enable agencies to break into new
markets?
It'll take you to the insolvency market. You're putting your
best brains onto something you're not being paid for and
taking your eye off your existing clients, who are paying
you full whack.
One approach that works for us is to identify the problems and opportunities, and then illustrate how you've
solved them on another project. You're not showing speculative work, but you are opening up a conversation that

70

MAY 2015

shows how you think, even if you've not worked in that
specific category. I think there's a lot to be said in bringing
in agencies that have not worked in a category before:
They don't have preconceived ideas about it.
What is a good alternative to spec work for agencies wanting to prove themselves in a new market?
Find a potential client that is willing to take a leap of
faith. We won the redesign of Barclays Bank's identity
through a marketing director who loved the work we'd
done on a loaf of bread. In fact that loaf (Hovis) also won
us the world's most successful agri-chemicals business
that became a client for eight years.
Is there anything you would like to add?
When we started WMH nearly 20 years ago, we drew
up a list of categories we wanted to work in. In the first
three years of the business, we worked in all of them and
we never did a single piece of speculative work. We wrote
articles and gave talks that caught the eye of potential clients and we never deviated from our position of being a
business that was for the "kickers and denters" in clients-the people who wanted to make change.
We also did a lot of work for small, entrepreneur led
businesses that made noise in the market. We won design
effectiveness awards for brand work like what we did for
Clipper Teas. This award-winning work was envied by
marketers in global client firms and led them to us.



Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
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Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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