Zeena Kurd, General Manager, Boopin UAEIn theory, a scope of work is the backbone of any client-agency partnership – a contractual blueprint that lays out the work to be done, timelines, deliverables and costs. However, in reality, it’s the starting point of a journey filled with shifting priorities, unplanned demands disguised as ad hocs and an unspoken expectation for agencies to stretch beyond their remit – often without a proportional increase in fees or recognition.
With marketing shifting into an always-on, real-time ecosystem – led by data, performance and agile creative – the traditional scope of work (SOW), built for static campaigns and quarterly deliverables, no longer fits the bill.
One of the key issues li
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