While the best agencies work done for clients is when we build strong ideas on advertising, positioning, and everything that involves building brands, but ad agencies aren’t exactly recognized or paid for this. No agency is paid for the quality of ideas they have. Ad agencies are generally paid based on contracts and amount of time spent – the amount of work produced. This model can lead to an agency spending ages implementing bad ideas instead of spending the time actually coming up brilliant ideas.

Siegrid Bourgois, Division Brand Leader at TBWA