Do we bill the means and deliver the ends, or do we bill the ends, whatever the means?

Original Post
By Collin Douma

Jan Leth, CCO for Ogilvy & Mather in New York, shared the following anecdote:

In honour of their 45th anniversary, Six Flags Theme Parks decided to give away 45,000 free tickets to celebrate the big day. Ogilvy’s creative team received the brief, complete with the typical fair: some ads, a promotional website, banners, etc. Of his own accord, the assigned Creative Director posted the event on Craigslist and five hours later the 45,000 tickets were gone.

It’s hard to understand how to react.

My gut reaction: the Creative Director did exactly what they should have done. They looked beyond the media, put their expertise into a very creative solution and got the job done.

On the other hand, advertising is typically billed by the means and not by the end. How do you bill hundreds of thousands of dollars for a five minute execution?

Food for thought as the industry continues to shift.

Do we bill the means and deliver the ends, or do we bill the ends, whatever the means?

What do you think?”

First response
By Jason Dojc

I remember that story and I think the following cheesy joke would answer that question.

An automated manufacturing plant shuts down unexpectedly and after hours and hours of searching, the technicians couldn’t figure out what the problem was. So they called a 70 year old retired engineer who was part of the team that built the plant. When he arrived, he took a few minutes to survey the situation, walked up to a loose bolt, tightened it and plant started running again.

The foreman asked him how much he wanted for his efforts. The old man pondered and said $3,000.

“3,000 dollars!!” exclaimed the foreman, “It took you 10 minutes to fix this!”

“10 minutes to tighten the bolt, 60 years of engineering to know which bolt to tighten.”

You bill for access to your expertise.

Jason

Second response
By Joe Szabo

This is a very good point-

I don’t buy into the foreman’s wrench story so much – the intellectual property equation isn’t the same – but I see where you’re coming from.

Social media strategies must be facing a similar problem. I’m seeing a proliferation in the Seeding Business (Dove used a shop out of the UK for Onslaught and Amy). Not sure how they bill clients, but the idea is you pay us, we’ll get your message out there.

The same could be said about the success of Evolution. Would that campaign have been as successful if You Tube was removed from the equation? Doubt it.

I think it comes down to doing what’s right for the brand.

Our clients usually tell us: “We have XX, and we want to do this.” True value comes when we ask the right questions: “Did you think of doing that?” rather than “Yes, we can do this” and taking the money.

And that’s what we should charge for, no matter what it takes to “Do that” successfully.

Advertisements

1 Response to “Do we bill the means and deliver the ends, or do we bill the ends, whatever the means?”


  1. 1 collin December 6, 2007 at 7:47 pm

    Great post… It’s like I wrote it!
    http://tinyurl.com/2wc2fm

    collin douma


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




del.icio.us

December 2007
M T W T F S S
« Nov   Jan »
 12
3456789
10111213141516
17181920212223
24252627282930
31  

%d bloggers like this: