What do billable hours have in common with Chrysler dealers?

Both are going the way of the dinosaur. Coca Cola proposes an alternative reward scheme to align the incentives of its advertising agencies with the profitability goals of shareholders:

Its new model guarantees to cover advertising agencies’ costs, plus a bonus of up to 30%. The bonus depends on a number of metrics, including the agency’s overall performance, and the sales and market share of the products being advertised. Coke insists that its aim is not to cut costs but to inspire creativity and efficiency. Procter & Gamble, a consumer-goods giant which has also ditched hourly fees in favour of performance-related fees for 12 of its brands, says the same thing.

Are accounting and law firms next?