Reading about the McCann layoffs and IPG says creative are seen as non revenue generating roles. The fuq? We make the thing that everyone sells how did we not become important in this industry?

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Saw the same article. It said non revenue generating people in social and creative departments were let go. That could be many things — they were resourcing managers (technically in creative) or perhaps they weren’t attached to a piece of business (floaters).

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Or studio teams

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It’s been many many years that media is what makes money, creative is just an extra service. This is not new, it has been like this for a decade.

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@C@ - A whole lot of the Creative Revolution was funded by the 15% commission.
#justsaying

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Revenue generating and client facing. That’s most good creatives who actually do work that gets bought and who are allowed to present their own stuff. And since creative revenue is based on fee per hours spent, where will the revenue come from without the creatives to burn the hours? Any level of creative who shows up as a line item on the SOW is revenue generating.

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It think they meant non revenue generating roles in creative like account managers.

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Yes. Reading comprehension is important. McCann Worldgroup includes multiple companies, some of which are creative, and those creative companies include many non-client-facing roles

This is why the C-suites are destroying the indistry

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They actually give the creative for free sometimes.

GenAI is here

Ever seen what the agency margin is on something like a 30s spot? Like 50 bucks.

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