To give a little context. In 2009 I joined Sohnar, the creators of the award-winning Traffic & TrafficLIVE products. We built a reputation based on innovation and we followed a simple principle: make easy-to-use software that is a pleasure to use. Put the customer first and deliver on your promises. We understood agencies and knew how to deliver what they needed.
One thing that was evident even back then was that multiple shifts were taking place. The first related to trust and transparency within the media and marketing industry, it was heading toward an all-time low.
The second was in regard to the pricing and estimating methodology itself. How, despite timesheets being diligently done (JWT Brazil went so far as to connect their beer fridge to their time sheet solution, until all staff had them completed the beer fridge remained locked!) were issues still hitting the bottom line: scope creep, over-servicing, unbillable hours, non-profitable retainers, the list went on?