The Marketing Architects The Truth About Agency Models
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Jan 21, 2025 Explore the intriguing shift away from traditional hourly billing by agencies, as only 24% of marketers find it appealing. Discover why the term "agency" could vanish within three years and how AI is transforming partnerships. Listen in on the discussion about hybrid models combining in-house teams with specialists for greater effectiveness. Dive into consumer preferences regarding AI interactions and envision the future of marketing, which may favor smaller, innovative agencies driven by data and automation.
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Cracks in Hourly Billing
- Traditional hourly billing models might not suit agencies as AI speeds up processes.
- Marketers prefer project-based or performance-based fees over hourly rates.
Diverse Agency Models
- Many agency models exist, from full-service and specialist to in-house and platform-based solutions.
- Marketers must carefully consider which model aligns with their needs and resources.
Gunslinger Analogy
- Roy Williams compared copywriters charging by the hour to gunslingers charging by the bullet.
- This analogy highlights the need to prioritize outcomes over inputs in advertising.