Last week, it was revealed that US consumer goods giant Keurig Dr Pepper was demanding that agencies bidding for its business agree to wait almost a year before getting paid for their services. Institutions across the industry have condemned the practice, including Voxcomm, the IPA and the 4A’s.
The Drum reached out to Driftime's co-founder, Sara Taiyo, to understand what agency leaders think of the ask? And beyond Dr Pepper itself, whether the creative industry broadly would agree to such payment terms for any client?
