Commercial: Paying for creativity

Food for thought for agency and creative types in Oliver Burkeman's column in the Guardian last weekend.

It's a familiar dilemma: how do you charge for something that doesn't actually appear to take that long, or *that much* skill (I'm not proposing to open the 'how difficult is advertising / writing / whatever' debate, just pointing out that, for many people, it doesn't appear to be that difficult to do, so they don't see the point in paying more (or indeed paying) for it.

No answer offered here, but arguments for not just demonstrating the applied value but the *intrinsic* value of what we do, do need to be found.