Idea ownership 'biggest learning' from Fundawear campaign

Idea ownership 'biggest learning' from Fundawear campaign
SHARE
THIS



The ownership of ideas is set to become a red-button topic between brands and agencies, with Havas managing director  Alex Carr admitting it had been one of the biggest learnings from the Durex Fundawear campaign.

Despite spending hundreds of man hours creating the vibrating underwear for the condom makers as part of an awareness campaign, Havas will not be legally entitled to a penny if the prototypes became a commercial reality, under the terms of its current contract.

And more agencies face similar conundrums as the agency model continues to shift.

Speaking at B&T’s Inside Creative: Creative Bravery event in Melbourne Havas digital creative director Jay Morgan said: “There’s a monumental shift in the way that we innovate.

“In this new world, with the right model, creative agencies are not only in the best position to create awareness for brands, but also to innovate their products as well.”

At the forum Carr admitted: “One of the biggest learnings for us (from Fundawear) as an agency is the future of the intellectual property. We have a contract where all we create is owned by the client, and we delivered it to them on a plate.”  

The issue will become increasingly important for Havas moving forward, with the agency making a decision to concentrate on making more “shareable” campaigns.

Carr added: “People are locusts for content, we can’t get enough information into ourselves on a daily basis. So we’ve taken a decision to say ‘how can we get people to consume advertising content like they would any other piece of content?’

"We need to try and create something that’s beyond social media, when we talk about social we really mean sharable.”

But, he said this was not a brave move, adding: “If people don’t want to share it there’s no point in doing it these days, it’s a waste of time.

“There’s almost more bravery in doing bad work these days. To expect people to engage with campaigns in a passive media is ridiculous, people will not want to pass it on.”

At the same event DDB Sydney managing partner Kate Sheppard and Arnott’s brand director for treating Susanna Polycarpou spoke about persuading a conservative client to take a risk, with the ‘Truly, Madly Tim Tams’ campaign.

Polycarpou said the move to socially driven campaigns, involving the fans of the brand in the campaign, had been difficult at first to sell to the board, but after launching with the Tim Tam orchard last year sales had soared 23%.

But, she said for her “the clincher is a strong creative idea. You need a really good idea on the table that you can sell individually to the board.”

Please login with linkedin to comment

Latest News

Remarkable Marketers: Meet Airtasker’s Alexandra Aguirre Tully
  • Marketing
  • Partner Content

Remarkable Marketers: Meet Airtasker’s Alexandra Aguirre Tully

There are some pretty remarkable people in our industry, each offering their own unique perspective to adland. While we spend so much time learning about our peers’ career highlights, B&T thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock. So, we’ve recently […]

Partner Content

by Carat

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp
  • Advertising

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp

Ikon Communications strategist and account planner Vince Usher has been named Top Dog at Miami Ad School’s 2018 Account Planning course. Usher, who worked in teams throughout the course, also won three ‘Best Campaign’ awards for his work on live briefs by craft beer client 4 Pines, Tourism Australia and Ford. His team partner on […]

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne
  • Advertising
  • Campaigns

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne

Drummond Golf has launched its first brand campaign via J. Walter Thompson Melbourne.  The campaign speaks to golf lovers of all ages and skill levels about the benefits and frustrations of the game. Reinforcing that no-one understands and loves the game quite like Drummond Golf. Drummond Golf marketing director Ravi Abeyaratne said: “Our business and franchisees were […]

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman
  • Marketing
  • Media

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman

Brands have been advised to sharpen their plans for podcasts in the media mix, as audiences and creativity continue to explode in Australia and abroad. Speaking at Mamamia’s Podcasts Unplugged event in Sydney last Wednesday, chief creative officer Mia Freedman said not every brand needs a podcast, “but every brand does need a podcast strategy”. “We’ve […]

Clems Sydney Unveils Festive Spot For HP
  • Campaigns

Clems Sydney Unveils Festive Spot For HP

Get set to get all festivey with this fun Christmas spot. Or, alternatively, get drunk on eggnog. We don't mind.

by B&T Magazine

B&T Magazine
Content Agency Storyation Grows In New Zealand
  • Media

Content Agency Storyation Grows In New Zealand

Award-winning content agency Storyation has grown its presence in the New Zealand market appointing Amanda Clarke (main photo) as partnerships manager. Co-founded by former Metro magazine editor Lauren Quaintance, the Australian-based agency has been working with Tourism New Zealand’s Premium and PR teams for more than four years. Based in Auckland, Clarke spent nearly a […]