I understand and appreciate clients giving all your agencies credit for the campaign, but in this case they all get credit for the Super Bowl spot creation? How does that collaboration work?

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The ad was directed by Tom. What more do you need to know?

likefunny

I work on a bunch of clients where share sometimes specific projects with other agencies. On a good mix, someone could come up with concept, then plus ups happen in social and digital sessions that actually affect the idea and production ends up being everyone seamlessly shooting/making/flighting something amazing.

likehelpful

Because there is a ton to do for a super bowl program and the creative team that came up with the idea simply can’t do it all. at some point, the lead agency has to work with others to keep the idea pure.

helpful

It’s just factual: “the ad was created by” the agencies as a work for hire for the advertiser. What’s the problem?

likesmart

If you want it to be bad it is.

Obviously the CD will help and give direction and the AD will work with the writer on it. But anyone else coming in will usually mess things up.

likeuplifting

Doesn’t matter though. Edelman will try to pretend their posts and banner ads were the Super Bowl spot. And if the campaign wins anything, they’ll try to take credit for the entire campaign too like they’ve done in the past.

likeuplifting

My bet is this phrasing has more to do with either IAT politics/weird IAT demands from the client, or the incompetence of the person who wrote the press release (and the people who approved it). The agency who created the spot should get credit for the spot, and the supporting agencies should get credit for their part (media, activation/surround, etc).

like

No. Separate agencies per platform assignment.

like

AKA “the creative process” in a work for hire for a client.

like

“the integrative and interdisciplinary creative process” 😉

funny

Edelman probably did nothing.

like

clarifying. I have been in a few campaigns that Edelman was a PR partner of my client and what they do is usually taking our concept and do some activations completely bothcing the design and art direction every single time.

And they always get credited with "creating" the campaign.

I also had once worked on a campaign that it was flagged internally as insensitive to another client momentum (they were facing a PR nightmare). So the client asked Edelman to release the campaign instead to avoid any problems for the agency. And edelman did a press release with CDs interviews of how they came up with my idea, what the inspirations they had for the design I did and all of that.

I hate those guys.

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