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Coach
Remember, this is a business. The agency wants the best value they can get. With so many jobs available right now, it’s the basic economic law of supply and demand.
In 2021, during the “great resignation,” people were commanding 30 to 50% higher than they had been. People were able to make huge jumps in salary during that time. Of course we’ve had a lot of layoffs the last year so many of them are back on the street, but wanting to earn that higher salary. An agencies don’t wanna pay it.
As creatives, we want to be paid what we believe we are worth, and we equate that to what we perceive as the quality of our ideas. But for many clients, and many agencies, creative is a commodity.
What SVP ECD1 said is it. What we think we’re worth or what we want may not line up with what an agency has to spend. Many not billing near as much as they used to.
The business answer is the more they pay you the less the agency makes. Unless client is demanding teams be in a certain city, agency isn’t making any more money if you live in NYC or SFO.
Hard for any agency to pay creatives what they’re worth when the cost of creative is an afterthought / given to clients for free as part of media buying.
I am seeing jobs with much more roles but even less salaries than I made in the 1990s. There are less jobs now and employers want to milk as much as they can from people while paying less than 30 years ago. They are not billing less, they're paying CEOs 10x more