SecretEscapes.com were TV virgins when they came to see us. They knew that to achieve rapid growth meant TV but the increased investment in production and media made them understandably apprehensive. So to ease the nerves we offered to share their pain if they would share their gain. (Sounds brave but we were confident in their product and our idea. And also our client, Alex Saint had come up with a cracking endline). We agreed to halve our fee against doubling it if we hit their targets. Well we smashed them. SecretEscapes flew, Alex won Entrepreneur of the Year and we got our reward. Oh, and the ad is now in third year. Happy client, happy agency.