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Editorial: Agencies deserve fair remuneration.
It is a racing certainty the mickey-taking and mocking headlines that greeted the IPA's last survey on agency pay levels 13 years ago will be repeated with the publication this week of an updated version. The intervening years and the two recessions that separate now and then have done little to alter clients' perceptions of agency people as Ferrari-driving, Rolex-wearing dilettantes. So the new IPA research suggesting agency pay gaps have widened so much that comparable jobs in accountancy, marketing and law now offer significantly higher salaries than advertising will doubtless attract similar derision.
This is no surprise. The relentless rise of procurement departments has helped sustain clients' perceptions that agency staff are paid excessively on the back of the high margins made. But although the truth is very different, the myth of a vastly over-remunerated agency workforce refuses to die.
No matter that the industry is more collectively professional and accountable than it ever was. No matter, either, that agency profit levels, such as they are, have more to do with better financial controls than ...
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