“It’s about change management’: Sir Martin Sorrell says the billable hour is dying, but getting clients to move in is proving harder

Yes, outcome-based pay is en vogue. But none of it matters if agencies aren t using AI at the scale the economics require. And that only happens if clients are willing to pay for it. Most aren t. S4 Capital CEO Sir Martin Sorrell said as much on his marketing group s latest earnings call yesterday — a cold dose of realism about the hype that comes after the billable hour. For S4, the answer is sub