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CONTENTS:
1. $750,000 to $ 1 Million - Talk About
Pay-to-Play!
2. Those Clever, Clandestine Stealth
Reporters
3. Visit Our Offices; We Wish You Were Here
4. Death to the RFP - Please!
5. Contest - You Can Win!
$750,000 to $1 Million - TALK ABOUT PAY-TO-PLAY!
April 22, 2005. There it was in the press - ARMY CANCELS LONG-RUNNING AD REVIEW. It was summarily reported that six agencies that had spent hundreds of thousands of dollars to pitch the U.S. Army government account were advised that the Army canceled the long-running review. Since that report, the Army has asked contenders to "start over."
By my calculations, that hundreds of thousands might be $200,000 / 6 or $33,333.00 invested per agency. In an updated story April 25th, a competing publication ran the line, "Sources say agencies spent from $750,000 to just over $1 million on this pitch, and nobody anticipates being reimbursed." That might move the investment to $166,666.00 each!
It's an interesting juxtaposition, since the first-mentioned publication recently reported on our less public and certainly less coveted $20 million agency review in their piece entitled: "Want in The Review? Pay Up!" Neither publication addressed what criteria would warrant an agency's financial speculation and investment of those magnitudes - other than a staggering client budget! Experience suggests that each agency must make that choice for themselves. The publicity acknowledges that every agency, depending on the circumstance, makes a financial investment every time they pursue new business. On an interesting side note, it was rumored that one west coast agency declined to participate, citing workload issues associated with their involvement in a Publisher's Clearing House sweepstakes.
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UK & Europe 
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