SPH-owned Paragon's attempt to get free creative pitch from advertising agencies described as a 'farce' by key industry players
Mumbrella Asia, 22 Sep 2014
Paragon, which is owned by Singapore Press Holdings and located on the citystate’s shopping district of Orchard Road, sent out a creative tender for branding and promotions work that tasks agencies to send in ten pieces of creative by the middle of next month for no pitch fee.
The tender stipulates that Paragon, which houses luxury brand stores such as Gucci, Prada and Salvatore Ferragamo, “is not bound to accept the lowest tender, and the project may be awarded in whole or in part.” There will be no retainer fees for the winning agency.
One agency invited to pitch described the tender as a “farce” and will not be participating.
The agency’s boss, who wanted to remain anonymous, told Mumbrella: “I can’t imagine how any self-respecting agency would decide to do this pitch. It’s a farce.”
“The amount of work they demand for an unpaid pitch, a “shortlist” that reads like the 4As agency listing, and a miniscule budget on the back of a “we’re not unhappy with our current agency, we need to do this for audit purposes” statement – and an agency is supposed to want to do this?” Full story