Solutions to IP Pitfalls

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Wide agreement exists about the risks for agencies in revealing their ideas, proprietary processes and work product during the agency review process. Risk exists for clients as well as they cautiously share their strategic issues, brand problems and proprietary data with potential agency partners. But agencies and advertisers, as well as search consultants, have the opportunity to reduce their risks by defining and tightening standards regarding intellectual property (IP) rights during reviews.

Clients often ask for the creation of original material in an effort to reduce agency selection risk, differentiate capabilities among shops, or better define the scope of work.

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