Valuing a creative idea and remunerating creative agencies has long been a issue of debate and contention in the industry. In the video above Lee Clow, Global Director of Media Arts at TBWA\Worldwide, shares his thoughts on agency compensation and the value that agencies provide.
Clow places blame on agencies' inability to properly value their contribution to the brand. "We're supposed to be a creative business, but I think we have been probably the least creative industry in the history of the world in terms of figuring out how to get paid."
In the three-minute video he bemoans agencies for allowing their work to be commoditized, and compares their renumeration to payment for doing the client’s laundry.