Old agency models die hard
Paul Feldwick
Q How can agencies get paid properly for their ideas, and not just how many hours they put against a brief?Angela Johnson, deputy managing director, Ogilvy Advertising
A There was a time when neither agencies nor their clients had to worry very much about how the agency got paid.
Officially, the media paid for everything, through a fixed commission received by 'recognised agencies' – normally 15% of billings.
This funded a wide range of services to the client at no direct cost to them. The agency planned and bought media, advised...