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We asked industry executives how to best safeguard ideas presented during new business pitches.
Given all the ambiguity of who really “owns” an idea, there is only one real, albeit dramatic, viable solution: Stop doing spec work for new business. —Bill Oakley, group creative director, TM Advertising, Irving, Texas
We have to trademark our work and own it, especially if [it] involves a character that goes outside the realm of traditional advertising [or] it’s something that can cross over into the world of entertainment.
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