Close-Up: On the Campaign Couch ... with JB.(Jeremy Bullmore)(Interview)

Q: Dear Jeremy, I'm a new-business director at a media agency and my agency is currently pitching for a media owner's account, and it's a big piece of business. Historically, our share of adspend has been low to this media owner but the client has told us, in no uncertain terms, that we will have to increase our share commitment to the media owner if we win it. We want the piece of business, as media owners are prestigious accounts and we've been languishing at the bottom of the new-business league, but this is unethical. What should I do?

A: There are a couple of give-aways in your phrasing of this problem. You talk about 'our' share of ad spend and 'our' commitment to the media owner.

Is it possible that you've forgotten whose money it is that you're spending?

Once you've recovered your memory, it all becomes childishly simple.

What your potential client is demanding of you is not only unethical; it's unthinkable.

The choice is yours. Risk languishing a little longer at the bottom of the new-business league; or become widely known for spending your clients' millions to further your own ends. Opt for the second, and you'll never feature on a new-business list again.

I know exactly what you're going to say next: 'But if we don't do it, someone else will.' Quite right. And if you think beyond the immediate, that's exactly the sort of competition you should relish.