Why Agencies Should Pay for Treatments—and How It Benefits Everyone
For years, the expectation in commercial production has been that directors and producers create treatments for free, pouring hours or even days into developing creative ideas with no guarantee of compensation. This practice has been normalized under the rationale that it’s "just how the industry works." But is it really sustainable? And more importantly, is it even the best approach for agencies, clients, and the creative industry as a whole?
A simple shift—paying a nominal fee for requested treatments—could revolutionize the pitching process, making it more equitable and ultimately improving the quality of work agencies receive.
The Problem With the Current Model
Imagine if three architects were asked to create detailed design concepts for a new building, but only one would be paid for their work. The others would walk away empty-handed, despite investing significant time, effort, and resources. It sounds absurd, yet this is exactly what happens in commercial production.
In this system:
Directors and producers invest countless hours into creative ideas that may never see the light of day.
Agencies benefit from free labor, receiving multiple creative perspectives without financial risk.
Clients often unknowingly receive treatments from exhausted or overworked creatives who may be forced to take on multiple unpaid projects just to stay afloat.
This model creates a cycle where only well-established production companies with the resources to absorb losses can afford to consistently pitch, while smaller or newer companies struggle to compete.
How Paying for Treatments Would Improve the Industry
A small treatment fee—built into the client’s bid—could shift the entire process for the better. Here’s how:
1. Agencies Would Get Better Treatments & Creative Work
When directors and producers are compensated for their time, they can dedicate themselves fully to crafting their best ideas instead of rushing through the process or working on multiple unpaid treatments at once just to stay afloat.
This means:
✅ More refined and thoughtful treatments
✅ Stronger creative visions with better strategy
✅ Less rushed, last-minute pitches
Agencies would ultimately get higher quality treatments, leading to happier clients and stronger campaigns.
2. Clients Would Receive More Strategic, Well-Developed Ideas
Clients often don’t realize that their creative concepts are being built on a gamble. When creatives are paid for their treatments, they have more time and mental space to fully explore the brand’s needs and develop ideas that align with the client’s goals.
With a treatment fee:
Clients would receive more polished, on-brand creative pitches
Agencies could show they value the creative process, strengthening client trust
The selection process would become more intentional, rather than just a numbers game
3. It Would Make the Industry More Accessible to Emerging Talent
Right now, the treatment process favors larger production companies with deep pockets. Emerging directors and smaller production houses often can't afford to spend days on unpaid work, which means they either don’t pitch or do so at a disadvantage.
If treatment fees were introduced, it would:
Allow smaller production companies to compete on a level playing field
Give agencies access to fresher, more diverse creative voices
Help build a more inclusive and innovative creative community
4. It Would Strengthen the Relationship Between Agencies & Production Companies
Right now, the pitching process feels transactional—agencies send out a treatment request, and production companies scramble to deliver. If agencies contributed a nominal fee for treatments, it would signal mutual respect and create a more collaborative relationship between both parties.
This could lead to:
Stronger partnerships between agencies and production companies
More loyalty from directors who feel valued and respected
Higher trust in the pitching process, reducing frustration and resentment
How Agencies Can Implement a Treatment Fee Model
For agencies hesitant to implement a new process, the transition doesn’t have to be complicated or costly. Here’s how it could work:
Step 1: Include the Treatment Fee in the Client's Budget
Just as agencies account for production costs in a client bid, a small treatment fee (say, $500-$1,500 per director, depending on project scope) could be built into the overall client proposal.
Step 2: Pay a Set Fee to Each Invited Production Company
Instead of asking three production companies to create treatments for free, the agency offers each company a pre-agreed fee for their work. This keeps the process fair and ensures directors and producers aren’t working unpaid.
Step 3: Consider a Tiered System Based on Scope
Not every treatment requires the same effort. Agencies could adopt a tiered approach where:
Small projects (e.g., digital ads, social content) receive a smaller treatment fee
Large projects (e.g., national TV spots, major brand films) receive a higher fee
Step 4: Communicate the Change to Clients
Many clients don’t realize that treatments are unpaid. Agencies should explain the new model as a way to:
Attract better directors
Encourage more innovative and tailored creative ideas
Ensure every production partner is invested in the project
With this transparency, clients are more likely to understand the value of paying for treatments.
The Future of the Treatment Process
This shift wouldn’t just benefit directors and production companies—it would improve the entire ecosystem of commercial production. By compensating creatives for their work, agencies would receive better treatments, clients would get more thoughtful and strategic ideas, and the industry would become more sustainable and inclusive for future generations.
The industry standard may say “this is just how it is.” But that doesn’t mean it’s how it should stay.
What’s Your Take?
Would you support a treatment fee model? If you work in production, what’s been your experience with unpaid treatments? Let’s start the conversation.