Paul Swann: Shift from retainers to project work sees everyone ‘pedal fast to keep up’

A shift by clients towards project from the traditional retainer model is forcing traditional ad agencies to be more nimble as everyone has to “pedal fast to keep up with what’s changing” according to The Works creative partner Paul Swann.

Responding to a question in a Mumbrella video hangout around a shift to project work Swann said: “What’s been interesting in terms of our agency is how we’ve had to change roles and functions and be more nimble.

“The proportion of full-time staff to freelance is changing, the types of roles we have are changing a lot and that’s been in response to the proliferation of smaller production companies that now exist, clients have more options when it comes to producing work, small little shops are able to do that very cost effectively and produce a decent standard of work.

https://www.youtube.com/watch?t=1218&v=vJw0EM-y454