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Prudential Financial has narrowed its search for a corporate image campaign to three agencies, and, in an unusual twist, will pay each shop several hundred thousand dollars for the idea it presents, sources said.
From time to time, marketers pay finalists a relatively modest sum — say, $30,000 — to own pitch ideas. So, the amount that Prudential is offering — which sources estimate at $200,000 to $300,000 for agency time and the idea itself — is more unusual than a payment per se.
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