Stop selling time, sell an advantage

18 Dec 2024

When I was thinking about starting DACRE I thought a lot about the commercial model. How would we intend to capture value?

Our industry's time based model isn’t fit for purpose. It’s a hangover from the media commissions days.

It’s one that has commoditised our services. Through a lack of accountability, understanding of our clients businesses and value delivered back.

Simply selling a bunch of hours without a clear set of outcomes.

It’s meant as agencies we’ve quickly slipped down stream. We’ve become a cost.

Procurement going line by line. Comparing rates, profit margins and mark ups. With agencies waiting in the wings ready to do it for less. It’s the race to the bottom.

It’s not procurement's fault. It’s not AI’s fault. It’s not even the economy's fault.
It’s our fault.

I read both Michael Farmer books on it and listened to Caroline Johnson on Edward Cotton podcast Inspiring Futures (highly recommend). Whether it’s a productised offering or something completely fresh. It’s time for a complete rethink.

Moving from throwing bodies at problems to partnerships based on clear outcomes.

Moving from selling creativity and big ideas to selling products built to deliver success.

Moving from a lack of accountability to a culture of people who understand and care deeply about our clients and their businesses.

This doesn’t mean we lose our creativity. It’s still our form and function.
Our fuel to our fires. It’s our oxygen.
It’s about pointing it in the right direction.

It’s how we move from being seen as a cost to an advantage.

Image: Bill Bernbach, founder of DDB