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The Keystone Argument for Advertising.

As we approach the ICA Agency Transformation Summit in May, we should be ruminating a little more about how we can better define and defend the tangible value of what ad agencies do day-in-day-out. In most instances, debate over what constitutes ‘value for money’ to the client comes down to haggling over spread sheets of agency resources and hours. This Transformation is an opportunity to step back from such ceremonial processes and consider the client/agency relationship in more fundamental terms. Kicking off that consideration now, you’ll have to forgive me because I need to get more theoretical than practical here to do so. Firstly, we have to recognise that different agency services prov