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Drivers & definitions Getting paid Creativity in PR, a Global Study 2013

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Drivers & definitions
Getting paid
A new question in this
year’s survey addresses one
of the fundamental issues
that affects creativity. How
exactly should agencies be
reimbursed for their ideas?
This question was put to
both clients and agency
people, revealing a disturbing dichotomy between
each side.
Agencies would rather stick
to billable hours (46%) with
slightly less also favouring
set fees for ideas (45%),
despite adland’s signal failure on the latter count. Clients — demonstrating more
innovation than they are
perhaps known for — would
prefer to pay agencies
based on sales results tied
to ideas (46%). Just 22% of
clients like billable hours
and not too many are
convinced of the merits of
set fees for ideas (29%) or
IP/licensing ideas (24%).

vative approach to funding
would help encourage idea
development and overall
creativity. Put more simply,
it appears that agencies
need to work harder to find
common ground with clients
that are searching for more
creative PR work.

In terms of developing
ideas would you prefer to
pay or be paid according to:
Client Agency

21.8%
"Campaigns that are self-serving, and
briefs that focus on the product and
not the consumer, are not producing
ROI. Creative that cuts through to the
heart of consumer need is the brand
of creative that moves minds, bodies
and product. If clients are intent on
paying for creative that leads to
sales, they will need to buy ideas that
are less self-serving than they may be
accustomed to.”
Sarah Unger, VP, Insight and Strategy,
Ketchum NY

29.1%

Billable hours Billable hours

45.8%

set fees for ideas Set fees for ideas

44.7%

23.6% Intellectual property Intellectual property 30.8%
and licensing of ideas and licensing of ideas
45.5%

Sales results Sales results 15.0%
tied to ideas tied to ideas

The findings would appear
to confirm that a more inno18 | creativity.holmesreport.com

Publié dans : Business, Technologie
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