'It's demoralizing': Confessions of a creative director on the effects of project-based work - Digiday

by Kristina Monllos The shift to project-based work assignments rather that agency-of-record commitments is changing the agency business - and the agency-client relationship. In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a creative director at an independent creative agency about why agencies don't do the best work for clients when the assignment is project-based and how short-term thinking is negatively affecting both businesses.