'Some of them are working for £2,500 a month - it's disgusting,' he rages, citing fees apparently quoted in a recent 'FMCG brand' pitch.
'If you can work for that price, great. But when you're insolvent in three years I'll dance on your door,' he adds, cryptically.
Franks reckons the industry should learn from the ad world: 'Ad agencies are judged on what they can do, not what price they will work for,' he argues. Ouch.