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New Business Creative Honesty

by Capers Hammond
Friday, January 28, 2005. 09:03AM
399 Views 10 Comments

I'm interested in some feedback on this issue from the group,

When putting together creative samples for new buisness solicitation or pitches, is it acceptable to include creative from people currently at the agency that wasn't done while they were there (i.e. previous work)? How about samples from people or clients that are no longer a part of the agency?

What are the boundaries? Has anyone seen this done effectively or poorly?

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Comments

 10 shown
Sunday, January 30, 2005. 11:56AM by Jessan Dunn Otis
Finally ~ if you do decide to use it (read - better by a darned good reason) give credit where credit is due ~ always. :::now, fading back into Silence:::
Sunday, January 30, 2005. 05:55AM by Jessan Dunn Otis
Further ~ if y o u don't own it, don't use it
Sunday, January 30, 2005. 05:54AM by Jessan Dunn Otis
Ruminating ~ creative copyright issues ? ~ ad ethics ? ~ personal ethics ? ~ Coming to the quick conclusion ~ sticky wicket
Friday, January 28, 2005. 02:10PM by Lori Shriner
If someone wanted to show my work that I did from my last gig as part of a presentation, I would say go ahead. They're probably doing it now. Who can say? It doesn't benefit me to "bug them" and it does not offend me, exactly but... I spied an awards entry form and thought of entering some non profit I did with the Old Company... I would love the attention if someone asked "who wrote that?" So I guess it works both ways.
Friday, January 28, 2005. 12:39PM by Capers Hammond
One of the problems I have when you use work created at other agencies is how involved was the person in the creation of the work. One of my fears is what if a client sees the same work from two different agencies. Then it can turn into a he said she said type of thing. I agree with Noelle that there needs to be some form of disclosure on what was done where.
Friday, January 28, 2005. 12:24PM by Kevin Glennon
Think of a pro baseball team -- if you're trying to sell the Mets for this upcoming season, to you show the terrible season they had last year, or do you point out all the talent that's currently signed on? I mean, you lead with the new acquisitions like Pedro Martinez and Doug Mienkewicz -- you show the talent you have, and how they're going to do great things this year. Same thing with your agency -- show the talent you have. When agencies lead with what they've done, I consider it an ethical "smoke and mirrors" question. Pedro is an amazing pitcher. And he's going to be an amazing pitcher on the Mets. You've got amazing creatives. Prove it. Then sell your clients that they're now going to have access to these amazing minds.
Friday, January 28, 2005. 10:07AM by Marc Lefton
It's also customary when a exec level creative is hired that the client reviews his portfolio.
Friday, January 28, 2005. 09:31AM by Noelle Weaver
Three of the agencies I've been with, showed work from current creatives that were done at other agencies - - but always clearly highlighted when and where the work was done. Think of it as showing the client what creative talent they have a chance to hire. It's also been my experience, and a common practice, to show ads of previous clients who's work is higly relevant to the prospective client or industry [if creatives are still there] But be warned. Most of the search consultants out there want to see current work from an agency [past 3-5 years], from current agency talent and most will shun outside and/or old work.
Friday, January 28, 2005. 09:28AM by Kim S
Because someone has been hired based on a portfolio, does not neccessarily mean they were responsible for ALL the creative in that portfolio. And they were not representing your agency at the time. To pitch something based on the unkown would be sketchy in my book. Unless you broke down exactly what part of the creative was theirs (the graphics, the copy etc.) which I'm not sure is wise. As for the samples from people that are no longer there, doesn't the agency own the intellectual property rights of the work? I say that's okay because it shows the calibur of the material you have expected in the past. I don't work in the ad biz, but in broadcasting, what was produced here, whether someone is still here or not, is owned by the station to use in whatever manner. We do some speck work as well, which is a bit risky.
Friday, January 28, 2005. 09:18AM by Marc Lefton
I tried to start my own agency and my partner and I would go to new clients, bring our portfolios and make it clear that the work was done at other agencies but we were involved in the creative process and this was the type of work we were looking to do. A poor way to do it, which someone I know who shall not be named is to throw a bunch of your friends ads on your website, claim you did it and claim you'll give these people the work if you get any.

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