Creative surrogacy makes good commercial sense. I would far rather be paid for a stonking idea and have it implemented by someone else than let it go to waste.
Historically, good ideas have suffered at the hands of pitch politics. While the debate over fair remuneration will go on, I hope the move inspires others to offer cash for creativity.
It could also raise the bar across the industry. Creative surrogacy is an exciting and lucrative opportunity.
- Jacqui Day, director, The Liquid Way.