AboutPeter Gabany Expertise Strategic planning:
Objective based advertising, Ad creative, Writing, Photography - buying and making, Illustration - buying, Print, Outdoor, Event, Media, Media Planning, Broadcast, How to select an agency, What the client must provide, Pitching a client / being pitched
Experience Over 25 years in the business - 22 years operating an agency. Creative direction and agency management.
I feel I have some great ideas for some funny television commercials. Not being in the radio or television business or familiar with anyone connected to those businesses, I am just curious as to whether or not I could write out a commercial like a story and sell the rights for someone else to develop it. I realize I could not afford to develop the entire commercial myself.
Thank you for any information.
Best Regards,
Mike E.
Answer Mike,
This is about the most often question asked of me over the past 6 years of doing this and I get it asked about 3 times a year.
The simple answer is no.
I have detailed in past responses the process of trying to infiltrate the customer and the agency to pitch the idea to. I have outlined the implications of allowing your idea to be used and I have asked the other difficult question - what would it be worth.
Not being in the business is even more difficult. The industry is fraught with tremendous egos and that is only the start of the barrier. As to the value let us suppose this. The client has a great idea for a TV or radio commercial. A brilliant idea. It still must be researched, reviewed for suitability, story boarded and produced. And let's say that it passes all testing and makes for a great commercial - in fact becomes the business driver for the client who pays the client for their idea? Does the agency not get paid because they used a client idea?
The answer - regrettably is no. And I have not even scratched the surface of liability, value, compensation etc.
Please feel free to review some of the other posts I have made regarding this question.
thank you though for your question - it's about time it was asked again.
