Disney may be family friendly but some agencies aren't feeling the love.
The studio "is looking for BIG ideas that break the traditional movie-marketing concepts," according to a document issued to agencies. But Disney apparently isn't willing to shell out big money for those concepts. In fact, Disney "will pay $50,000 for your time and own all your ideas and concepts," per the document, obtained by Adweek.
Yes, here we go again. Disney, like Hilton, Kraft, Monster and others before it, is seeking ownership of ideas presented during the pitch process. And, as at least two agencies found out last week when they pushed back, Disney was unwilling to budge.
Should clients be blamed for attempting to obtain ideas on the cheap? Or are the agencies that agree to such terms, and invariably there are always takers, to blame for such treatment?
"That's a tactic that's been quite popular with media companies for years," said one agency source. "It won't stop until [agencies] stop" participating. As another executive put it, "They're trying to buy ideas for $50,000. It's a disappointing world."
In the Disney review, six agencies took part in a phone briefing two weeks ago and are preparing for presentations next month, said sources. Sources identified those shops as MDC's Kirshenbaum Bond + Partners here; independents Droga5, StrawberryFrog and Wieden + Kennedy (which handles Disney brand ESPN), all three in New York; Omnicom Group's Cutwater in San Francisco; and Interpublic Group's DraftFCB in Chicago.
Each agency will receive a script to an upcoming movie with the task of developing a campaign driven by new tactics and media channels, said sources. One exec described it as an "open brief" to pitch "interesting and new ideas" for how to launch films. Said another: "Disney is looking for innovative marketing ideas."