Agencies bill clients not only depending on the amount of time spent on the client’s project, but also on the profitability of the idea. The problem is it’s often quite difficult to place the right value on an idea. Sometimes great ideas can take shape in very little time but it can permit the client to earn ALOT of money. Other times ideas take a lot of time and in the end not earn as much as expected. The problem is accurately determining the value of an idea and the steps involved in realizing the idea.

Sabine Lenglet, Associate Director for TBWA