What's A Big Idea Worth?

I just read an article in AdAge that said that there are advertising firms charging in excess of $900 per hour for creative! This mentality is still in place from 50 years ago because traditional agencies are and started at the top of the food chain. But for how much longer? It would seem that this is slowly but surely beginning to change because the roles of traditional agencies are changing - media is not there anymore and often times neither are interactive skills. Many believe that this will take some time for things to change, but they will change.

There will be a melding of traditional and new. Nothing ever dies off completely. The radio was suppose to kill newspaper. TV was suppose to kill radio. The Internet would kill them all. Share and fragmentation have definitely occurred because now we have so many choices and no more hours in the day. Due to this fragmentation advertisers need to be more selective about their choices and should rely on professionals that have distinct understanding of new and traditional media.

So what is that big idea worth? To each his own I guess. The real money should be spent on the implementation in my opinion but only time will tell.