Sacred Cow #2:
Ad agencies should be paid based on the hours they work.
Sorry, but we don’t believe in being paid an hourly rate. After all, what if a great idea takes thirty seconds to invent? Does that mean we should charge you $1.50 for the idea?
Don’t be silly. That’s why we charge you based on deliverables.
But doing the work is only half the battle. Selling it is the other half. And the financial implications are enormous.
If you approve our work and sell it into your management, it makes our lives easier. So we’ll give you a 5% bonus.
If, on the other hand, your management kills the work, it makes our lives harder. We have to start over. So we’ll charge you a 5% penalty.
It’s only fair. And we’re nothing, if not fair. 