Bob Lord, president of independent agency Horizon Media Holdings, is condemning some agencies’ labor-based pricing models.
“You have to create composable architectures” to drive clients’ business growth, he said onstage at Smartly’s Advance event in Lower Manhattan. “What’s holding us back? Inertia.
“It’s the old system: FTE [full-time equivalent]-based models, principal-based buying—how the holdcos make their money,” he added. “You’ve made investments in technology over the last five years. You need to monetize that investment, and you’re going to force it on your clients.”
He said he was “not picking on anyone,” but simply highlighting “an economic equation.”
