The Importance of Fixing the Scope

Cost plus is efficient on the upfront, but to Tom's point, it just gives you all kinds of heartache as you continue down the campaigns and the scope. I've seen all too often the fee gets fixed, and the scope isn't. It's not even really cost plus. I mean, it is value pricing. The investors don't fully understand what effect a transformative advertising campaign or creative marketing services campaign can have on a business. Trade bodies need to be talking to the investment community, educating them on how brands are built.