Elevating Value: Transforming Agency-Client Dynamics

This chapter explores the challenge agencies face in raising prices while providing additional value beyond client briefs. It advocates for agencies to shift towards a consultative and advisory model, urging leaders to drive transformative engagements by showcasing expertise and initiating transparent commercial discussions. The discussion emphasizes the necessity for agencies to think creatively about commercial solutions, adapt to changing client needs, and prioritize creating sustainable value in client relationships.