Should clients pay for ad-pitches?

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Viren Popli, Senior VP, Star TV is of the opinion that “It all really depends on the plot. When you sample a product, do you ever pay for it? At the end of the day, it’s about commissioning versus free-will... about how ‘keen’ clients are and how ‘desperate’ agencies are! There is no fixed rule.”

Prahlad Kakkar, however, believes that a sexy pay check may really make all the difference. “At the end of the day the asset base of the agency is people, who produce ideas that make a difference. This should be respected... and what better way than a sexy cheque (that won’t bounce!) to all contenders invited for the pitch.” Similarly, ad guru Alyque Padamse also feels that the client must pay! “When I was the captain of the Lintas ship, I had no problems making ‘credential’ presentations to prospective clients ‘gratis’, but if and when a creative ‘pitch’ was called for or a ‘strategy’ blueprint, then by God, I’d charge!. There are no free lunches baby, everything costs money.” Padamsee is also convinced that when an agency insists on payments for pitches, it reflects their strong beliefs and faith in their work and somewhere they earn clients’ respect for it.

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Source : IIPM Editorial, 2006

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