{"id":730,"date":"2012-11-19T06:31:56","date_gmt":"2012-11-19T06:31:56","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/media-all-stars-2\/"},"modified":"2018-01-09T01:54:01","modified_gmt":"2018-01-09T01:54:01","slug":"media-all-stars-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/media-all-stars-2\/","title":{"rendered":"Media All-Stars: Huw Griffiths"},"content":{"rendered":"<p><a href=\"http:\/\/www.adweek.com\/news-gallery\/advertising-branding\/media-all-stars-145233#huw-griffiths-global-chief-performance-officer-u-5\" target=\"_blank\">By:\u00a0Katy Bachman,\u00a0<em>Adweek<\/em><\/a><br \/>\n<strong>Huw Griffiths, Global Chief Performance Officer, UM<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" alt=\"\" src=\"http:\/\/www.adweek.com\/files\/imagecache\/news-slide\/griffiths_final.jpg\" width=\"315\" height=\"419\" \/><\/p>\n<p>Agencies like to talk about being partners with clients. Huw Griffiths, Universal McCann\u2019s global chief\u00a0performance officer, has turned that aspiration into a reality, leading the movement toward pay-for-performance, a revolutionary approach to agency compensation that rewards agencies based on their clients\u2019 business goals.<\/p>\n<p>Instead of being rewarded based on how well a media plan delivers gross ratings points or meets media reach and frequency measures, under P4P an agency is judged\u2014and compensated\u2014according to nontraditional metrics. Here, client and agency agree upfront on a compensation plan based on variables that may include sales, store traffic or shifts in consumer perception. \u201cOur clients will be judged on financial metrics, so we\u2019re judged and paid on those same financial metrics,\u201d explains Griffiths. \u201cIf we get paid more money, it\u2019s because our clients made more money. It\u2019s a self-funding program.\u201d<\/p>\n<p>Under Griffiths, UM has converted fully half its client roster, including Chrysler, Johnson &amp; Johnson and Sony, to P4P.<\/p>\n<p>Working out the perfect recipe of metrics seems a natural for Griffiths, a self-described foodie who spends his off-hours in the kitchen. Griffiths devises performance metrics much in the same way he whips up his favorite pasta sauce: mixing and sampling in search of the perfect blend.<\/p>\n<p>In formulating just the right mix, Griffiths draws upon 18 years of experience in media research and advanced analytics. In some cases, he and his clients have come up with whole new ways to judge a campaign\u2019s success. Adding nontraditional metrics to the mix has enabled UM to, among other things, monitor the performance of marketing plans in real time and make changes on the fly.<\/p>\n<p>Griffiths\u2019 command of the decision sciences may seem daunting, but don\u2019t call him an ROI rocket scientist.<\/p>\n<p>\u201cI\u2019m not a fan of complexity,\u201d he says. \u201cI try to simplify things as much as possible and keep the focus on what we\u2019re trying to achieve. It\u2019s just an intelligent approach.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Agencies like to talk about being partners with clients. Huw Griffiths, Universal McCann\u2019s global chief performance officer, has turned that aspiration into a reality, leading the movement toward pay-for-performance, a revolutionary approach to agency compensation that rewards agencies based on their clients\u2019 business goals. <\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-730","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Media All-Stars: Huw Griffiths - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/media-all-stars-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Media All-Stars: Huw Griffiths - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Agencies like to talk about being partners with clients. 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