Kraft is requiring that agencies who participate in their latest review for Oscar Mayer, Kraft Singles, Ritz, Triscuit and Grey Poupon brands, give up ownership of ideas presented in the review -- and accept legal liability should the marketer end up using those ideas at some later date - even if they are not the winning agency.
So lets review, not only does the losing agency not get paid for the review (which is bad enough), they surrender the rights to their ideas (which will likely be executed by some schlock shop who under bid them), and then maintain legal liability when said schlock shop screws everything up.
Seems to me the CMO who conceived this little gauntlet and agencies who submit themselves to said gauntlet deserve each other.
We stopped doing traditional client pitches in 1994. I do not believe that an agency can develop effective strategy and concepts for free. So all of our relationships are negotiated. Most of the time between me and a CEO.
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