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There's always been discord in agencies over giving ideas away for free. But it was always a case of swings and roundabouts on the income front - you lost your idea, but gained someone else's in return. But if outsourcing becomes established, that model falls apart. Which looks bleak unless we look at this as a chance to renegotiate in our favour.
In the past, there was always mutual agreement between client and agency to not get bogged down in intellectual property, because of the 'swings and roundabouts' argument.
But, like vandals down the park, Unilever's Peperami decision (to ditch its agency in favour of crowdsourcing) has broken the roundabout and pulled down …