Editorial: Costs versus value
Judie Lannon
'They know the cost of everything and the value of nothing' is an accusation regularly hurled by agency folk at finance directors and their henchmen, procurement officers. Certainly, costing the worth of creative work is an extremely difficult task and agencies are often entitled to be frustrated. Nevertheless, we mostly all assume that driving waste out of the business is generally a good thing. But there is an important distinction between costs and waste that is rarely as self-evident as FDs often assume. The phrase 'we can't afford x or y' is never a...