©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Mediabrands CFO Jeff Lupinacci said an exclusive deal with Nielsen will allow the group to continue moving in the direction of performance-based compensation. The two-year arrangement gives Mediabrands access to proprietary data it can analyze and then presents a case to clients that its work is ringing the cash register.
The Nielsen agreement “give(s) us the data to align our compensation (with) business outcomes. We’re no longer dependent on getting client sales data. We can get this from Nielsen. We have the ability to understand how our media decisions … what we’re planning, what we’re buying — will impact those business outcomes.”