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The real question is how many agencies use traditional methods like Competitive Analysis, Target Audience Profiling, SWOT Analysis to really understand a client's business. There's lots of great ideas supported by nothing but secondary data, but how many go the extra mile and provide a value-added service using primary research to support their campaigns?

There are exceptions to this and it largely depends on the quality of the Account Director on the agency side. Some Account Directors (AD) are sometimes more on brand than the Client's represenative. I've had experiences where really good ADs have been mistaken as an employee of the client (admit this tends to happen with large clients). However it is symptomatic of what makes a good AD. Somebody that gets under the surface of the client and seeks to understand the business and it's brand. Bad ADs sit on the surface and simply do "what's required".

In terms of getting paid more to do so, I don't think there should be an ostensible charge. I believe fees would naturally increase as the agency begins to understand more about the client's business. The more they understand, the more opportunity there is to provide potential marketing solutions.