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IHAVEANIDEA.ORG > ask jancy >  How can I keep CDs from stealing my slogan ideas?

How can I keep CDs from stealing my slogan ideas?

Dear Jancy,
I have developed slogans for various products and I want to show them to the respective CDs. What would keep them from using my slogans for their clients? I don’t have the means to fight them in court.
Can a slogan be trade marked? Could I ask for and have a fair chance of getting some kind of royalty?
I am looking forward to your take and suggestions.

intro How can I keep CDs from stealing my slogan ideas?Unfortunately we don’t know of any model to monetize your slogan hobby. Ad agencies can’t review your ideas; they can’t present them to their clients and can’t have any appearance of having used them in the future if anything similar is created for their clients. Going directly to the clients isn’t an option either. They pay their agencies to provide that kind of service and have contracts with them that prevent using ideas from others. If you have ideas for smaller companies that don’t retain an agency of record, you might find a curious audience that would be interested. However, typically a marketer doesn’t search for a new slogan in the absence of context (like a new ad campaign).

A slogan is usually grounded in their brand truths and goals. Without a client’s perspective on these things it’s not easy to know what you’re building on. “Just do it” for Nike is probably the most famous slogan of all. The people who came up with that line were thinking within the context of a big vision for the brand that took a great deal of work to create.

So, all is not as easy as it might appear to be. That’s not to say you might not have some great ideas. But most likely, all dressed up with nowhere to go.

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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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