“ The approach to determining ‘value’ has been to dismantle the fee proposal.”
Value is defined as “the regard that something is held to deserve”. This is the exact challenge agencies face today, justifying their merited fees. Blanket fees for strategy and creative are a thing of the past. The reason why is simple: what we’re great at for our clients we’re awful at when it comes to ourselves… communicating the “why”. Talking money is an uncomfortable subject for most. This, combined with marketers’ difficulty in articulating and quantifying their contribution to value creation, has led to the reduction of agency fees. To those outside of marketing, our services ar
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