- When It Comes To Creative, Buyer Beware!
For years the best kept secret in advertising were the mark-ups that ad agencies made on creative. Before 2008’s financial melt-down, it was not uncommon to see big margins built into production for clients. A friend of mine who used to work at one of these agencies told me once that one principal of an agency he worked at ‘bought a nice car’ with the profit from one infomercial shoot.
One of the silver-linings from the Great Recession is that most of these practices have ceased as budgets have become more accountable. Still, it’s not uncommon to see advertisers, especially those new to the world of production, pay way too much for creative services.
If you’re about to embark on a creative project, I recommend you get multiple bids for the project. If you are represented by an agency, insist that they get multiple bids. And, we hope that you’ll give McQ an opportunity to give you a proposal. Both our in-house creative team and our strategic creative partners share our commitment to deliver a great value for the invested creative dollar.
