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METRICS
- Teams per Brief: the number of creative teams assigned or used per creative execution. Calculated / diagnosed by The Farmer Resource Model®.
- Rework rate: the amount of rework planned or incurred relative to the original amount of creative development for a creative execution. Calculated / diagnosed by The Farmer Resource Model.
- CS&P ratio: the cost of Client Service + Planning people divided by the cost of Creative people on an account. A CS&P ratio of 1.0x is typical for an agency-client relationship, although it actually can vary from 0.5x to 2.0x, depending on circumstances. Industry CS&P ratios are in decline from 1.0x as clients buy less Client Service & Planning resource (relative to Creative) from their agencies. Calculated / diagnosed by The Farmer Resource Model.
- Farmer Scope Unit (FSU): a homogeneous unit of work derived and calculated from any Scope of Work by The Farmer Resource Model. Used for the analysis of Fee Income ("Income per FSU") and Agency Professional Costs ("Professional Costs per FSU") across clients, brands and offices. Industry pressures are driving down fees per FSU, and agencies are responding by downsizing to maintain their profit margins. This is putting a workload strain on the existing staff.
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