Steve Hall at Adrants and Joseph Jaffee at Jaffee Juice both condem Hilton Hotels for demanding that ad agencies give up their rights to all material created for the hotel’s $45 million agency review.
Calling the request bullshit, Jaffe calls the requirement “highway robbery and the worst possible insult to every last bit of integrity left in the ad business to have ideas from losing contenders implemented down the line.” He also suggests that the ad industry reply to this type of client request with a resounding “Fuck You!”
PR firms need to say the same thing. I’ve worked for agencies large and small. Big PR agencies spend thousands upon thousands to pitch new business, which also makes it impossible for small firns to compete. It is ridiculous for agencies to give away ideas without being paid.
I don’t know about you, but after they hired me, I have had many clients over the years hand me the proposals of other agencies they reviewed.
Ad Agencies Say “Screw You” and PR Firms Need to Do The Same
BL Ochman | June 2, 2005 | Permanent Link | Comments (2) | TrackBack (
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That’s why everyone should read the interview I did with Jeffrey Sharlach of the Jeffrey Group. His last comment was “What the real value public relations agencies offer is the strategic thinking. That’s why I think PR professionals do us all a disservice when giving away our thinking, recommendations and best ideas for free as part of the pitch process. It’s not about execution, and PR agencies will not be needed for media relations, if that is all they can do. Counseling and strategic thinking is what we provide, and the real value of public relations and marketing communications in 2005.”
We seem to forget that, and hand over the best ideas in the proposal – but, what else can you do? It is a catch-22 for PR firms.
Hi BL –
it’s not just PR people, anyone who consults. As an experienced engineering consulant said to me once, “they don’t actually need to know how you would do it, they just need to know you think it’s a good idea. So don’t give it away for a free lunch”. Truer words were never spoken.
Having said all that, it’s a gift from heaven when you actually get a look at another consultant’s proposal and can see their approach and pricing. Unethical yes, but I have never turned down the opportunity to peek. Can’t say I’ve actually used any ideas, just like to see the pricing and approach.
BTW, love your blog.
Susan