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Why did Belgian ad agencies go on strike this week?

Nineteen advertising agencies including JWT, Ogilvy, BBDO and Saatchi in Belgium launched a virtual strike this week to try and change the number of agencies asked to pitch any piece of new business. This has been an increasing problem worldwide and it was most publicly exposed in the Zappos pitch last year that ballooned to over 100 agencies. For that pitch the agency Ignited used Google Analytics to calculated that Zappos viewed only five pages of its 25-page submission with an average page-view time of 14 seconds. This type of behavior should never happen and in the 1990’s the UAB and ACC developed a charter to define the rules for agency pitches and it was signed by all the big agencies.  The virtual strike is being done to try and draw attention back to that document and get it back to being the rules of the road. The strike is being executed as a letter that is broken up into 19 pieces and displayed across the websites of the 19 different agencies.  You can see the whole thing by starting here. I love seeing the industry come together to make a statement like this and I hope it has an effect.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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