The current media agency remuneration model is unsustainable. Demands for lower cost from media agencies, driven by procurement, has seen media agency fees drop globally.
There are many examples of outstanding, award winning and also Effectiveness Award Winning campaigns that ultimately lead to the agency being replaced. Why?
I spoke about how creativity is valued and the fact that agencies were unnecessarily discounting their fees to win business, a message picked up by Paul McIntyre at AdNews TV.
On the Caxton Awards Weekend just past, I was introduced as a speaker with this terrific video developed by Ryan Fitzgerald and Annie Egan a creative team from GPY&R Melbourne.
