All that's wrong with the creative agency business can be traced back to the way we price: lack of diversity and ageism, quiet-quitting, erosion of trust in client-agency relationships, gender-pay gap, non-competes, in-house creative teams... all results of strange, inconsistent, submissive pricing practices. The session covers the history of advertising’s bad pricing: the commission-era ‘lizard-brain’ that never saw creativity as an independently priced commodity, the effects of it as seen on agency floors and procurement rooms, and the cure needed: the change of self-image from a service industry to a commercial entertainment industry. Those of us in advertising are paying the price for an outdated business model. Fixing it is crucial if we are to deliver creative impact consistently. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness. —