Simon Veksner: Getting paid

By Simon Veksner, Creative Director, DDB Sydney

Advertising is a weird business.

It is extraordinarily difficult to value what ad agencies do.

One campaign may help create a $40 billion brand. Another may disappear without a trace.

Worst of all, successful work may continue to be successful, long after the ad agency has stopped being paid. For example, I still buy a certain chocolate bar based on an ad I saw for it over 20 years ago. The campaign has long since changed (I don’t like the new work) so the original ad agency is still succeeding, but not getting any benefit for it.

So, what to do? READ ON…