Curious to know what you've seen as working to non working dollars split in Canadian agencies. Reference any specific brands (or categories) if you can. I'm used to seeing the conventional 15-20% split for non working (production dollars only, not including media budget, agency fees) but are those days gone now with the takeover of digital (vs traditional) ad placements?

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80:20, media:creative.

Related: I hate the term “non-working dollars” in reference to creative. It’s incredibly damaging to what creative agencies do and grossly misrepresents the value equation. Brands are made, and made memorable, through creative.

likeupliftingsmart

THIS ^^^!!!!

80:20 is probably the median, but it could range to 90:10 (if it's a global adapt), all the way down to 60:40 if it's original and there are plans to run the creative in the future too.

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