As agencies face increasing pressure to deliver impact, flexibility and accountability, many are questioning whether time-and-materials is still fit for purpose. As AI use becomes more widespread in marketing services, this issue has become even more pressing. This webinar introduces the IPA’s Pricing Playbook as a practical guide for agencies beginning to explore alternative remuneration models as a framework for thinking differently about how value is defined, shared and sustained.

Ed Palmer, Director of Agency Value, IPA

Ed is in his first year at the IPA as director of agency value. His role is to support member agencies in all the commercial aspects of how they run their agencies, from pitching to client relationships, remuneration to ESG. He has nearly three decades of agency experience, including 10 years as managing director of independent creative agency St Luke’s. During that time the agency has been shortlisted for Campaign’s agency of the year four times, named in their Best Places to Work list seven years in a row, and was named as one of the twenty best agencies of all time.

Prior to St Luke’s, Ed has worked at Leo Burnett, TBWA and M&C Saatchi, where he rose through the ranks to be business director, head of account management and managing partner. Along the way, he’s led the double Gold IPA Effectiveness Award-winning travel demand management programme for the London 2012 Olympics, as well as overseeing numerous award-winning campaigns for Heinz, NatWest, TfL and the DfT.