Clients should pay agencies for their ideas rather than just for execution, according to leading media buyers.
Speaking at yesterday’s Adconion media roundtable in Sydney, which discussed “Broadcast’s future online”, media buyers argued that if agencies are paid for their ideas, it will lead to a more collaborative industry.
Mindshare national head of strategy Katie Rigg-Smith said: “At the moment agencies are mostly paid for production or execution of ideas.
“If an agency is paid for its idea generation, then the agency will be more willing to be collaborative with other companies. It means the most suitable companies get to handle the execution of that idea. A media agency would be more willing to hand its ideas to, say, a PR agency, if it has already been paid for its ideas.”
Aegis Media planning director Louise Nash said argued that charging for ideas adds value to strategic thought, rather than just execution.
“Charging for ideas creates ownership of those ideas,” Nash said.
Menawhile, Ikon Communications managing director Annick Perrin said: “It makes sure that the right groups are involved, and allows for collaboration.”
While admitting that many clients already pay for idea generation, the roundtable of media buyers agreed that the process of “idea generation” needs to be more valued in the wider industry.
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