The UK’s agencies are reimagining how they get paid - but are they being rewarded fairly for their creativity? As traditional retainers crumble and output-based models rise, the industry faces a fundamental question: what is the real value of an idea and how do we get people to best pay for it? This session tackles the messy, fascinating business of pricing creativity. Expect lively debate from agency chiefs and intermediaries as we unpack value-based remuneration, licensing models, IP, the impact of AI on creative productivity, and whether performance-linked models can ever capture true creative worth.