Three shops have advanced to the final round of the review triggered by United’s merger with Continental. Arnold, mcgarrybowen, TBWA\Chiat\Day to duel…The combined airline, which is based in Chicago, is using New York-based [agency search] consultant Bajkowski + Partners to manage the search. View on Adweek.com
Total Marketing Spending Anticipated in $100 Million Range
Less than six months after forming United Continental Holdings, the airline giant is searching for a new creative agency partner to market its newly merged offering to consumers, industry executives said…The agency search is being handled by New York-based consultancy Bajkowski + Partners. View on AdAge.com
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.