Agencies must ensure that the prices they charge accurately reflect the value they deliver. This is the central message of the IPA’s latest report, The Price Isn’t Right, to be unveiled at the flagship IPA Business Growth Conference recently that calls for a fundamental reassessment of, and proposes a roadmap for, how agencies structure their commercial models and client partnerships. Published five years after the IPA’s seminal study The Price of Success, this new report, produced in partnership with Creative Salon and based on 63 qualitative interviews with creative and…
Read More“The Price Isn’t Right”: New IPA report urges agencies to rethink commercial models
