Thursday, April 14, 2011

When You’re Compensated Differently, You Create Differently

Let’s say you’re a creative person at an ad agency. Your job is to create a thirty-second spot. You make the spot, it runs, product sells. Or, not.

Agency’s fee is retainer-based. As a creative person, you get a salary. Your salary goes up or not depending on a variety of factors. Few of these factors are related to how well that particular thirty-second spot you just created involves the viewers it was aimed at.

Why?

Well, because this is the way it’s always been done. And, it’s always been done this way because, up to now, we didn’t have any data to allow us to do it any differently.

Now consider the following.

You’re still the same creative person at the same ad agency. Your job is to create the same thirty-second spot. The only difference is that now you realize that both your salary, and the agency’s revenue, will be somehow tied into how well the spot that you’re being paid to create involves the viewer based on view duration data.

Will you create that spot differently?

Will that spot be more involving? Intriguing? Enticing? Enchanting?

Will the spot ultimately work better for the client?

It's hard not to think so, isn't it?

So, why do we keep paying for creative in the same, old-fashion way?

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