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IHAVEANIDEA.ORG > ask jancy >  Who “owns” a client-rejected idea?

Who “owns” a client-rejected idea?


I think this may have been asked before, but here goes nothing. Who “owns” an idea?
Let me give a specific example. I come up with a fantastic idea for a campaign. I present to my CD, and he loves it. We present it to the client, and while they enjoy it, they feel it’s a little too “risky”and so the idea is quietly put to rest in favour of something more the client’s taste.

intro Who owns a client rejected idea?The ideas you have while you work for your agency technically belong to your agency. (Odd thought already.) Many a “killed” idea for one client has popped up with a new brand name for another under the agency’s roof. Once you’ve moved to another agency, the truth is, if any of your old dearly departeds fit the bill for a new client, your old agency is extremely unlikely to come after you. In fact, we’d bet that’s never happened. Probably the bigger question to ask is what’s the liklihood that your old idea is brilliant if all you had to change was the brand name? Generic ideas with a brand name–any brand name– stuck on the end don’t often enjoy the blessing of being remembered for the right brand. But you never know, and you should always keep those great ideas in a file.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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