Expert: Peter Gabany - 4/13/2006

Question
Mr. Gabany,

  I developed a series of commercials for a very large company. Recently, I met a young lady from the marketing dept. of that company who said that she would set up a meeting for me with the marketing executives to pitch my ideas. Now my question is, how should I approach this meeting? They already have advertising agencies they work with - which I'm not trying to be. All I'm trying to bring to the table is this series of commercials. I can handle a creative presentation, explaining why the commercials are a good fit for them, and the production, itself. However, I'm not an ad agency. How do I present myself - one individual; not a company? Any advice would be greatly appreciated.

                          Dale Lott

P.S.
Do I talk numbers in the pitch or just the idea first?  

Answer
Dale,

I received a similar but quite different question earlier in the week. I resubmit my answer as I believe that I know what will happen. But doubting myself I called another leading agency to see if they have any sort of policy on this. They do.

I hate to discourage. I really do.

But if you decide to do this do this to pitch for their business. DO NOT represent yourself as an agency just as writer/creative director looking to get a chance at their business. Nothing more. Come with a resume and a cover letter. The letter stating that you have a desire to get in the business and thought rather than approaching an adagency you preferred to go to the top - where the decisions are made.

VERY IMPORTANT: Mail a copy of your ideas to YOURSELF - REGISTERED MAIL. DO NOT open the mail - EVER! Only should a judge open this letter if and only if you are challenged and IN COURT only. If your lawyer needs to see a copy of what is in the envelope - show him a copy. Don't loose your mail version.

If hired make it clearly understood in writing that you are pleased to have the opportunity to work for them and apprise them of the hours that it has taken to research their company, develop the ideas to a first stage and would need to be compensated for this work - BUT this is not a discussion for the presentation or 1st meeting. This will only come about if they actually offer to hire you on contract.

Otherwise:

Don't do it. I can not be any more adament. I have tales - all to far long in this forum where people have generated songs, logos, ads, commercials and if they get past the first set of watchdogs simply get stolen.

Ad agencies (reputable ones) will NOT open or consider an unsolicited ad or commercial - it leaves them far too vulnerable to law suits and a VERY damaging position if the client finds out that they used someone elses creative. No matter how you try, what you say, where you try and shop your idea the reputable agency will undoubtely say “no way”!

So the next option is to go to the client - forget it. There is NO reason that a client to take your idea to an agency - even if its a great idea. And while the idea is great there are SO many things to consider when doing advertising. Target audience, demographic, geographic considerations, how it meshes with current campaigns, the overall cost of production and so on and so on.

As for royalties and trademarking - I hate to discourage you but royalties are NEVER paid. Trademarking is expensive - about $2,000US per market to start.

I aplogise that there is no light at the end of this tunnel. There is NO financial benefit to you unless you are in the business and frankly - even then you need horseshoes where the sun don't shine.

Consult the advise of a lawyer - please!

I hope you will take this seriously and that I have helped,

Pete