reveries - jordan bochanis

To quote the corner grocer in my old New York City neighborhood -- who would scare unsuspecting shoppers whenever they would touch any item in the store -- when it comes to concepts, my attitude (and that of all agencies) should be, "You pay now!"

Recently, our agency was asked to provide concepts to a large beer company in exchange for -- get this -- payment only if their parent brewing company "bought" the idea. No chance at executing said idea, no chance of getting the beer brand's account, no chance of getting paid for the time spent.

It took an internal meeting that lasted about 30 seconds to make a desicion that we'd invoke my former favorite grocer's rule -- the 'YOU PAY NOW' clause.

Worst part about this corporate mooching was they had actually invited multiple agencies to particpate in this cluster-fun and they have an incumbent agency "parrallel-pathing" on the same assignment (and this request certainly put the 'ass' in assignment)!

Desperate times may breed desperate measures, but I wonder if next time I pick up a bottle of their fine imported beer they'll allow me to send them payment for it after I drink it!

There is no execution without a concept. No printing, no art direction, no key stroking (whatever the hell that is). So, when we give away ideas, we're giving away the ability to participate in any of these other forms of commerce.

And we're giving away the most valuable piece of voodoo that we do.

And another thing, how many times have you called writers, illustrators or photographers and asked them to do free work for you?

When we do pitch a piece of business, we go all-out and make an investment of our time and creativity; in those instances, the potential return on our investment is clear. But when concept cattle calls go out, I'm left wondering, why would any client ask for something like this? Is this a new trend in chosing potential agencies? Are the people panhandling for ideas unable to hire an agency or freelancer because of their own inability to choose and manage a marketing partner? Perhaps they don't have the permission of their organization or a budget to do so?

Then again, would they call in several law firms and ask them to do the same?

Who knows? Who cares?

If you're on the client side...don't ask for free work -- unless you're a start-up Not-for-Profit company and the person you're asking is a relative.

If you're on the agency side, just say no! It's hard enough to respect yourself in the morning doing this for a living. There is no excuse that a profitable corporation can't work in an ethical way.

Or that an ethical corporation can't turn a profit..

Jordan Bochanis is Concept Director of Bochanis, Rogan, Zoom, a marketing services agency with offices in Connecticut and Louisiana. He may be reached via email at jordan_bochanis@brzoom.com