Lost the pitch - but your idea still used?

Adland: 

Most creatives have seen this happen. They work hard on a pitch, loose it despite their hard work. Think nothing of it, and a while later, said client runs something that looks a lot like your refused ideas.

On condition of strict anonymity, a vice-president with a Top 10 agency had the following incident to narrate.

Some seven years ago, when I was an account director, the agency I was then with was invited to pitch for an FMCG business. After a detailed pitch process involving four agencies „ including the incumbent „ we were told that we had failed to make it. The client had retained the incumbent „ not that there was anything wrong with that. But two months later, the client broke a new campaign that was a significant departure from the earlier communication. Imagine our surprise when we saw the new strategy was exactly what we had recommended during our presentation. Even the creative execution bore a fair bit of resemblance to what we had presented.


Read more today at agencyfaqs.com - you'll have to scroll down this page to see the entire article, lot of buttons up top. :)

Comments (1)

  • bittertruth's picture
    bittertruth

    Oh puh-leeez! Of course clients in India do this. However what about the rise of blatant rip-offs from Cannes, One Show, D&AD, CA, etc?
    Few creatives here show respect for intellectual property rights, so it's a fine example of what goes around comes around.

    May 05, 2004

Leave a comment

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.