The agency industry has a value problem.
Across regions and disciplines, agencies are producing more work, faster, with better tools yet margins continue to decline, pricing power remains weak, and growth still depends on adding headcount.
These outcomes are the predictable result of business models that define and monetise value in terms of effort rather than impact.
VoxComm, the global voice of agencies, has issued new guidance designed to help agencies ensure they are properly rewarded for helping brands grow in an AI-driven market.