Digital agencies move away from traditional model
It's the elephant in the corner of every advertising agency office, so it's refreshing that it's the director general of the Institute of Practitioners in Advertising who's talking about it. But in our Profile on page 18, Hamish Pringle states that the ad agency model is broken.The problem is that no one has ever worked out how to charge for an idea. Creative agencies have developed the practice of giving away the strategic thinking they do for clients and charging for production ...
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