Creative Services
Summary
From architects to marketers, many ideas people deliver creative services by selling their time. Yet, some get paid more than others.Key Concepts
- Creative services businesses typically sell the time of creative people they employ.
- They usually do not retain intellectual property rights in the work they execute.
- This business model makes it hard for them to scale: twice as much work requires twice as many people (and doubles the costs).
- Many creative services businesses work marketing communications, where clients need to communicate with four distinct audiences: employees, shareholders, customers and the public.
- Surrounding creative people are production managers and specialists in communication strategy for each audience.
- Many traditional advertising agencies have found it difficult to adapt to a digital world.
- Asian clients are typically unwilling to pay for strategic advice if it is presented as a consultancy service.
