Where do advertisers get their ideas from?

You’re an advertising agency creative. You work at a massive global firm (say, Leo Burnett). You might be tired. You may even be a bit bored of one of your clients (say, Ronald McDonald House Charities). You need something concrete to show at an all important meeting. And quick.

So you call in a small film making company and get them to create a great new video for the client.

Your client loves it. You go off, re-shoot it with a nicer camera, and tell the marketing press it was all your own work all along.

And while Leo’s have now apologised to Asylum and explained how the situation came about, this is still a prime example of how small companies are treated as bid candy or ‘favour fodder’ by big agencies. And it happens all too often.