When is the time?!

Russell sent me the following article: Advertising's new model: Clock-watchers no more.

The premise: Coke is paying their agencies based on value (results) instead of hours. This is a fascinating premise to me and you should read the whole thing, but there's one section in the article that stuck out heinously to me:

The industry, already sick because of the recession, turned a bit bluer in the face at the news. (...) It is hardly an opportune time to discuss a change in compensation models.

What?! When is the time, then? It seems to me that when times are tough, clients and agencies are desperate, and old measures aren't working anymore... that is the time to change the old models. Or at least give it the ol' college try!

Try try try! Shake shake shake! And if it doesn't work, where are we? Back to the difficult place we are now?