Well, finally it is starting to go mainstream. Ideas have value. Even without production, the idea has an intrinsic value that has to be monetized. Thanks... but many of us have been preaching this for years.
Advertising Age - Fed-up Agencies Quit Punching the Clock: "Innovation reaches critical mass
'The discussion is beginning to shift from 'What does it cost to generate work and services a client wants?' to 'What is the value of the services and materials the agency is creating for the client?'' said Ronald Urbach, partner, Davis & Gilbert. 'Innovation is reaching a critical mass.' "
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