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Points of View: Whose line is it anyway?

In the ideas business, where brainstorming takes place in large groups, how to do agencies assign creative credit?

Karan Rawat, founder and ECD, AutumnWinter Communications & Design

The problem starts when a campaign becomes big and starts winning awards. Once the idea sells, they go on to tell the world that it was cracked by them and they forget that an agency is all about team work. This happens because of inexperience and immaturity.

Once an idea is cracked, it goes through the process of getting approvals from seniors, who then take it to a different level, thereby converting a good idea into a big idea. Similarly, when a senior comes up with an idea and takes the team's help to execute it, it also becomes the team's idea.

Look at any credit list for an ad or film - it's always a long laundry list. This happens because each member of the team has contributed to the idea, from the source of the idea itself to its final execution.

If an idea is cracked during a discussion or brainstorming session, a single person cannot take the credit, because one idea leads to another, making everybody in the room the 'owner' of that idea. An idea can come from anywhere - the creative department, your CEO or a client servicing intern. It is what the agency does with the idea that counts.

Malvika Mehra, NCD and executive vice president, Grey India

Read on...
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