THE VALUE OF AN AGENCY

I've had this contention for many years that an Agency's contribution is only ever seen through the lens that it creates for itself. "We're an advertising agency" means that your clients, in the main, will assess the value of your ideas on the ads that you write and produce. The total contribution that you make to a business however might have been dramatically larger and the same applies to any other creative enterprise. And while practioners constantly complain about poor remuneration, I'm afraid they only have themsleves to blame because they've failed to position themselves correctly.

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