Stephan Argent is a former agency planner from England, and has held senior roles in agencies in both Canada and the United States. Most recently he was Vice President of Digital Media at CTV, and is now President of Canada’s leading independent Marketing and Agency Search advisory and consultancy: ListenMore
Imagine my surprise and horror when asked to review a current agency contract worth several million dollars which defined the scope of work of the agency as:
Why, when there are more relevant measures in the industry, are the media still obsessed by media billings? Media billing measures are misleading when discussing the size of accounts or the size of creative agencies.