The moment you sell your services based on the amount of time it takes, is the moment you lose all ability to control your value.
By reducing ideas and deliverables to a finite number of hours, there was an immediate timetable place on how much longer there would be outstanding creativity and career longevity in the advertising industry.
The pace of that slide was increased by the consolidation of the advertising industry into a few holding companies.
Holding companies beholden to shareholders. Shareholders who like more hours worked at lower wages.
The easiest way to reduce agency overhead—because agencies only really have human capital—is to reduce salaries. That means less experience. And that means less creativity.
Yes, I know. All that youth has been specifically trained in tasks. They know how to run the machines and the widgets and the gizmos.
They don't have the first clue about how to use any of that technical expertise to actually solve a business problem.
They've not been shown what that looks like.
And there are no elder stateswomen/men to serve as mentors.
So the work becomes more technical and less creative.
And we all suffer.
Even Picasso knew that experience was the ultimate master of craft. He stated it simply as, "It took me four years to paint like Raphael, but a lifetime to paint like a child."
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