Oden

In a sometimes brutally competitive industry where some clients request spec creative (i.e., free work) along with all ownership rights to any materials submitted, and many firms are willing to do whatever it takes to get their foot in the door, it is refreshing to see a client RFP that financially rewards the top contenders for their ideas. According to Adweek, Prudential Financial has narrowed their search down to 3 contenders, and each will be paid significant fees (a couple of hundred thousand) for their creative contributions. Thank you Prudential for recognizing that a branding firm’s ideas submitted in response to an RFP have significant value, even if they don’t come from the brand consulting firm that was awarded the business!