Farmer & Company Calls Out Agency Pricing Collapse
Michael Farmer argues that decades of falling fees, rising complexity, and misused efficiency have weakened agencies and stalled brand growth, contending that artificial intelligence savings must fund senior thinking, not deeper cuts
Author Michael Farmer argues that collapsing agency pricing and rising complexity are undermining brand growth across major advertisers. Drawing on data, Farmer's book Madison Avenue Revisited suggests artificial intelligence savings and output-based fees could reshape client-agency economics.
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