This detailed playbook is designed to guide creative agencies in transitioning from transactional engagements to long-term, outcome-driven partnerships. It is based on research and industry insights, providing a structured approach to maximise contract value, enhance client satisfaction, and drive sustainable growth. The strategies outlined below are informed by a review of relevant literature and real-world examples, adapted specifically for the creative agency context.

Key Takeaways:

1. The playbook outlines how outcome-based contracting can maximise contract value for your creative agency by focusing on long-term partnerships.

2. Aligning agency and client goals through shared outcomes enhances collaboration and client satisfaction.

3. Dynamic risk-sharing and agile structures improves flexibility and adaptability in contracts.

4. The playbook breaks down best practices for  measuring contract outcomes accurately, especially for creative work, and how to mitigate common challenges.