Ad Agency Request for Unique Images

Tuesday, January 01, 2008

A call came in from a colleague who was asking my advice for pricing a request. This is the request.

Client's Request:

I’d really like your help.  I have shown some images to an ad agency that is doing work for a huge sporting goods company.  They’re from a {league} game so it’s not something that can be easily reproduced.
For what it’s worth, I have purchased your book and have found some helpful advice but I have no idea how to respond to the agency’s request for pricing.

Timeline:

ASAP.

Licensing Requested:

The request of me included what I believe was a cut-and-paste from the inquiry of my colleague by the ad agency. The agency asked:

Can you please provide pricing options for the following usage parameters:
~1 year unlimited worldwide print, collateral, point of sale, out of home.
~ 3 years unlimited worldwide web
~3 years unlimited worldwide print, collateral, point of sale, web, out of home.

If you can send me pricing for licensing the entire body of images for the above usage options also, that would be great.

I refined the information, and proposed the following response to the client:

1 year unlimited worldwide print, collateral, point of sale, out of home.

One year non-exclusive worldwide, all languages: 1) Print Advertising (PLUS ID: PAPA), defined as “Use in any print advertising in a magazine, newspaper, directory, insert or program. Applies to a specified end user product or service”, for XYZ Sporting Goods Company; 2) Point of Sale (PLUS ID: 27350000 0100) defined as “Sales, marketing, advertising, or other promotional piece placed at the location where a product or service is sold-on a retail counter, near a cash register or front door”; 3) Out of home (PLUS ID: 11180000 0100) defined as “Media that deliver advertising messages to consumer audiences outside of their home, whether delivered outdoors or indoors” and includes (but is not limited to) billboard, transit advertising, movie theater advertising, and point of purchase.  Single image licensing for all of the above: $X,XXX. Up to six images licensed under all of the uses above: $XX,XXX. Entire assignment conveyed under the above licensing terms: $XX,XXX.


3 years unlimited worldwide web

3 years non-exclusive worldwide, all languages: 1) Web advertising (PLUS ID: 11320000 0100) defined as “A marketing or promotion announcement embedded in a particular Internet page, usually placed at the top or bottom of the screen”. Single image licensing for above - $X,XXX. Up to six images licensed as above - $X,XXX. Entire assignment conveyed under the above licensing terms: $X,XXX.


3 years unlimited worldwide print, collateral, point of sale, web, out of home.

3 years non-exclusive worldwide, all languages: 1) Print Advertising (PLUS ID: PAPA), defined as “Use in any print advertising in a magazine, newspaper, directory, insert or program. Applies to a specified end user product or service”, for XYZ Sporting Goods Company; 2) Point of Sale (PLUS ID: 27350000 0100) defined as “Sales, marketing, advertising, or other promotional piece placed at the location where a product or service is sold-on a retail counter, near a cash register or front door”; 3) Out of home (PLUS ID: 11180000 0100) defined as “Media that deliver advertising messages to consumer audiences outside of their home, whether delivered outdoors or indoors” and includes (but is not limited to) billboard, transit advertising, movie theater advertising, and point of purchase; 4) Web advertising (PLUS ID: 11320000 0100) defined as “A marketing or promotion announcement embedded in a particular Internet page, usually placed at the top or bottom of the screen”.  Single image licensing for all of the above: $X,XXX. Up to six images licensed under all of the uses above: $XX,XXX. Entire assignment conveyed under the above licensing terms: $XX,XXX.

 

Your Turn:

So, how would you estimate this assignment? Do you have all the answers/information, either from the client, or me, to provide an estimate? Please give it some thought, and post your estimate details. As you learned in math class - 'show your work'. In other words, don't just present a single dollar figure. Break it out, creative/usage together (or separate, your call), and outline expenses, both probable and possible.

Setting aside how your estimate would be nicely and neatly laid out, put the crux of the estimate in your entry.

All entries are moderated. Your entry must be thoughtful, (and considerate of others when you're making a response) for it to be approved.

Posted by John Harrington on 01/01
AdvertisingBrochures/ Marketing MaterialsCommercial
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