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Thanks to a series of tweets from Coinbase CEO Brian Armstrong and the subsequent replies from The Martin Agency CEO Kristen Cavallo, a spotlight was put not just on who owns intellectual property from a pitch, but the whole new business process.
The majority of creative agencies Adweek spoke to for this story said they’ll no longer play ball with potential clients who request ownership of IP presented during a pitch (according to one source at a media agency, media pitches are a different ballgame—the source said they haven’t been in a single pitch that didn’t require the agency to hand over ownership of the IP to the brand).
“There
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