The Importance of Innovation in Creative Firms

Sally Kohn: Creative firms get in trouble when they pursue innovation on behalf of a client. But the client isn't paying for it, she says. She argues that agencies should start getting clients to pay them for the innovation side rather than clamping down on efficiency just because they aren't making as much money. Kohn: We need to recognize, going back to this idea of magic or logic again, most creative firms are in the business of both creativity and efficiency.