Net billing by agencies is backfiring on brands
Adnews Opinion: The ad agency model can learn a lot from the production industry about becoming valuable and remaining profitable. Having been client side recently working with a big agency, the wastage was a very rude shock to witness. It could be that net billing, once seen to be the heart of transparency, is actually self-defeating and pushing reliance on time sheets for revenue. We need agencies to be profitable for the wider creative and production industry to survive, and we need brands to get the best value in the work they get in order for the business to be sustainable.