"It’s really about viewing this opportunity to highlight that we’re much more than just 'doers' of tasks," said Olson, emphasizing the evolving role of PR firms in the age of AI.
"I think the reason for the use of billable hours is that we’ve either been scared of or can’t define what success looks like," said Kwittken, addressing long-standing challenges in agency billing models.
Olson observed that the value billing model, based on impact rather than time, is gaining traction as clients recognize the worth beyond hours worked.
A quality pitch may only take five minutes, but the placement's value to a brand can be 'priceless', illustrating a shift toward valuing impact over time.
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