Comment on Ad Age Article “Agencies Look to Defend Intellectual Property Rights in Reviews”

Posted on February 3, 2010January 4, 2017 by Bajkowski + Partners

Our response to an article that ran in today’s Ad Age about the “4A’s Missive Sent to Search Consultants Argues for New Agreements in New-Business Pitch Contracts”

Rather than trying to put the onus on consultants to add a “creative ownership” clause to its contract with the client, how about if the agencies refuse to sign any mutual confidentiality contracts that have clauses transferring the ownership of agency pitch IP to clients without compensation.

We also believe this is a telltale sign of how a client views the agency relationship and work product – if they don’t respect it now, it’s not going to get better later. This is also the kind of client we prefer not to do business with.

Honestly, we’ve never come across a situation where the client did not understand that any work shown by an agency during a pitch is still the IP of that agency unless some monetary consideration is negotiated. It’s not like the pitch work is a new business tchotchke.

Laura Bajkowski of Bajkowski + Partners Among “Top 25” Honored at HSMAI Adrian Awards Gala

Posted on January 22, 2010December 27, 2020 by Bajkowski + Partners

NEW YORK, NY – The Hospitality Sales & Marketing Association International (HSMAI) has selected Laura Bajkowski as one of the “Top 25 Most Extraordinary Minds in Sales and Marketing” for 2009. The seventh annual list recognizes the “best of the best” in the hospitality, travel and tourism industries, and the recipients will be honored during a private ceremony preceding the Adrian Awards Gala on Feb. 1, 2010, at the New York Marriott Marquis, and will be recognized on-stage at the Gala.

The 2009 “Top 25” recipients were judged by a panel of senior industry executives for their recent work based on the following criteria: creativity and innovation; cutting edge sales or marketing campaigns; triumph in challenging situations; and sales efforts that resulted in dramatic gains.

Laura Bajkowski, principal of consulting firm Bajkowski + Partners, is a results driven marketer with 25 years experience with global brands such as Celebrity Cruises, IHG, Forte Hotels, Hilton Hotels, Le Meridien, Choice Hotels, Best Western, Delta Airlines, Lufthansa, and Saudi Airlines as well as leading brands outside of the travel category such as Walmart and Verizon Wireless. Her career began with international communication agencies, McCann-Erickson, and JWT, before joining Choice Hotels International as Vice President, Advertising and Marketing Communications where she launched an innovative and integrated marketing communications strategy and award-winning campaign. Laura is also a member of the American Marketing Association, Advertising Women of NY, and HSMAI, and twice named one of the 100 Most Powerful Women in Travel by Travel Agent Magazine.

“The Top 25 is a ‘hot list’ that celebrates the sales and marketing leaders and innovators of our industry,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “The creative strategies, passionate dedication and sharp intelligence of these professionals have not only made a difference within their organizations but have also truly raised the bar for the hospitality industry as a whole.”

“This honor is especially meaningful to me as I have been recognized by my peers as well as endorsed by HSMAI and I am exceedingly grateful for this acknowledgment.” In addition to celebrating Laura’s award-winning work, the Gala will recognize the top achievements in advertising, marketing and public relations in the hospitality, travel and tourism industries with the Adrian Award.

Tables and tickets for the HSMAI Adrian Awards Gala are on sale now. Tables of 10 can be reserved for $3,750 per table or $375 per ticket. For more information on the HSMAI Adrian Awards, please contact Desiree LaFont at (703) 506-3297, email [email protected], visit www.adrianawards.com, or follow Adrian Awards news on Twitter at twitter.com/AdrianAwards

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Bajkowski + Partners LLC, headquartered in NYC, is a specialized consulting firm providing global and regional clients with marketing management and agency search consulting services that deliver customized solutions to today’s business challenges. Laura Bajkowski is managing principal of Bajkowski + Partners and can be reached at [email protected]. Bajkowski + Partners, 6 Varick Street, Suite 4A, NY, NY 10013; (212) 226-3919

Also view on HotelExecutive.com, HotelNewsResource.com, and Hotel-Online.com

Comment on Ad Age Article: To Defend or Not To Defend?

Posted on September 14, 2009February 10, 2021 by Bajkowski + Partners

As an agency search consultant, and someone who has also spent time on the client and agency sides, I insist on our clients being honest with incumbent agencies regarding the retention odds.

There are dozens of reasons an account goes into review, but in too many instances the review could have been avoided if the agency was smarter in the relationship-management area. For instance, agencies should always be re-pitching the business to avoid getting to a formal review stage.

And if there is a key client change, consider it an unofficial notice to re-pitch. Have a day or series of meetings to get the new person up to speed and, more importantly, learn about his/her views and goals. You’d be surprised at how many agencies don’t do this.

If you find your agency in the unfortunate situation of having to defend, put the ego aside and objectively determine why the account is in review, what your odds of retention are, and if this really is a marriage worth saving.

But also realize that corporate politics can be incomprehensible and beyond your control (as well as your key contact’s), and you may never really know the truth behind the review. As a few CMOs have said to me, the first bullet has the agency’s name on it.

View on AdAge.com

Celebrity Cruises Names PGR Media As New Media AOR

Posted on October 19, 2008February 10, 2021 by Bajkowski + Partners

NEW YORK – Celebrity Cruises has named PGR Media of Boston, Ma as its new media agency of record for its U.S. traditional and interactive media account, according to Laura Bajkowski of Bajkowski + Partners, the agency search consultant.

MPG Boston, Ma, had previously serviced the account for nearly six years, but resigned the business after winning the +$80 million Carnival Cruise Lines account with sister creative agency, Arnold Boston.

Estimated at more than $18 million in combined media spend, the assignment includes all traditional and digital media, except SE0/SEM, for the Celebrity Cruises and Azamara Cruises account. Wayne Wielgus, who recently joined the cruise line as senior vice president of marketing, had worked with the MPG team at his previous post, Choice Hotels International, and was always pleased with the agency’s work. While he will miss the MPG team, Wielgus expressed his enthusiasm for “finding an independent media shop that can deliver big agency thinking and the ability to respond quickly to the demands of the cruise business.” He added, “PGR Media will integrate well with our creative agencies, Sapient and Element 79, and take our business to the next level.”

The list of other agency participants was not disclosed.

About Celebrity Cruises and Azamara Cruises

Celebrity and Azamara, units of Royal Caribbean Cruise Lines, offer comfortably sophisticated, upscale cruise experiences with highly personalized service, exceptional dining, and extraordinary attention to detail. Celebrity sails in Alaska, Australia/New Zealand, California, Canada/New England, the Caribbean, Europe, Galapagos Islands, Hawaii, the Pacific Coast, Panama Canal and South America. The line also offers unique cruisetour vacations in Alaska, Australia, Canada, Europe and South America.

This year, Azamara Cruises presents the best of South America and the Panama Canal, elite Asia, the most captivating Caribbean and enchanting Europe.

About Bajkowski + Partners LLC

Headquartered in New York City, Bajkowski + Partners is a specialized consulting firm providing global and regional clients with marketing management and agency search consulting services that deliver customized solutions to today’s business challenges. Laura Bajkowski is managing principal of Bajkowski + Partners and can be reached at Laura@Bajkowski‐Partners.com or ++212.226.3919.