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.
FOR MARKETING MANAGERS ONLY: Free 3-Day Pass to vSente's Armory - Tool, techniques, wizards and manuals. Create a more effective and accountable marketing organization. Convert your MARCOM department into a ROI driven revenue engine. Also, click the links for information on our campaigns and workshop.
デザイン简洁・快适なフラットシューズは秋冬には必須の実用的なアイテムです。比較基準をはき、フラット
Posted by: ティンバーランド アウトレット | 11 October 2012 at 02:56 AM