Ad Execs Question Ethics, Legality Of Disney-Like Pitch Terms

Nearly two-thirds of ad execs say terms that require an agency to commit to their other clients' ad budgets in order to win a new account are "unethical but legal," while another 12% say it is explicitly illegal.

The findings, part of a series of questions about the ethics of …

3 comments about "Ad Execs Question Ethics, Legality Of Disney-Like Pitch Terms".
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  1. John Grono from GAP Research, December 10, 2019 at 4:57 p.m.

    So I assume that buying a single spot would satisfy "to commit their other clients to buying inventory on Disney's media properties."

  2. Ed Papazian from Media Dynamics Inc, December 10, 2019 at 5:34 p.m.

    John, as originally reported, the demand was for a certain proportion of total media ad spend in the categories--like primetime TV---that were involved. Said demand was, in effect, a guarantee of future business share---a very iffy business in my opinion---if true.

  3. John Grono from GAP Research, December 10, 2019 at 6:28 p.m.

    Thanks Ed - I missed that detail.

    If you tried that in AU you'd be in court, face massive fines, and potentially gaol terms (not that gaol happens much - more a slap on the wrist with a soggy lettuce leaf).

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