Author: Inbal Lavi

Inbal Lavi was appointed CEO of Webpals Systems in January 2014 and has led performance marketing company Webpals Group since August 2015. She was responsible for leading all three of the company’s major acquisitions: Dau-Up, MarMar Media and ClicksMob. Her career spans more than a decade in the online marketing industry, with expertise in marketing strategy, operations and P&L management. She holds a BSc and an MSc with honours in Industrial Engineering from Tel Aviv University.

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Best practice Global Israel MENA Strategy and Management

Performance-based marketing: when agencies take on more risk and clients stop paying for waste

Should performance-based marketing agencies replace traditional agency models and what impact might this have on the industry? Agencies have usually been paid no matter the success or failure of their campaign. But Inbal Lavi argues that this should now shift to a results-based process, claiming that this will lead to better aligned interests between brand, marketer and creative agency, higher margins and a higher ROI.

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