Strategy and Planning is a lot of the hard yards in agencies. It requires skill and experience. The job of turning reams of data and opinion into simplicity that will drive a strategic advantage for your client. The current money making machine that underpins agencies makes a mockery of the craft of strategy and planning.
Opinions
Percentage fees must end
Summary
Redefine perspective
We must stop tying the remuneration of agencies into a percentage fee based on what it bought. It devalues the actual VALUE of agencies.