The Value of Advertising

The Value of Advertising is the IPA’s essential guide on Billing vs Pricing, designed to help agencies develop a more strategic and valuable commercial model.

The Value of Advertising

Endorsed by the DMA, IPM, MAA, MRS and PRCA, the guide explores how to understand, negotiate and capture the value of advertising. It calls for a Pricing revolution, arguing that agencies need to move away from traditional ‘Cost-Plus’ billing which is causing the industry to race to the bottom.


The guide provides practical advice on putting Pricing theory into practice and is contributed to by leading experts including Tim Williams, David Meikle and Lucy Whitehall.


"This comprehensive guide sets out a bold manifesto for change... It is a call to arms for all agency leaders and should be required reading for anyone in the industry."
Nick Ford, outgoing Director of Global Client Operations, WPP


Please note this publication is for members only.