The 'ideas' idea: an alternative view on agency compensation

M T Rainey

From a feature of four articles on agency remuneration. Argues that agencies should be paid for creativity and performance, and describes how the author's agency does that.

The 'ideas' idea: an alternative view on agency compensation

M T Rainey, Rainey Kelly Campbell Roalfe, argues that agencies are in the ideas business, and that ideas are what they should be paid for

M T Rainey

To paraphrase JFK, the enemy of the truth is not the lie, it is the myth - pervasive, plausible and popular. One of the biggest myths in our industry is that advertising is a creative business. We in advertising certainly like to think of ourselves as being in a creative business - but this is not true. We may be engaged in creative...

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