AGENCY PITCH DEBATE—AD LEADERS ARGUE WHETHER CREATIVITY IS BEING SACRIFICED FOR DATA

Professionals discuss whether agencies are not selling their most valuable asset

There is a growing debate in the ad industry over whether agencies are sacrificing the creative product by focusing too much on data and analytics to better compete with consultancies.

Organizations including the 4As and ANA have long been proponents of simplifying the pitch process and changing the way agencies are compensated, to move away from charging hourly rates—two areas that some think will solvea lot of agencies’ problems and stop the commoditization of creativity.

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