Heads of creative agencies (networks and independents) met virtually on 17 February to discuss standardisation of pitch fees and pricing.

Among the suggestions was a pitch fee (for projects or retainers) of INR 5 lakh to be paid to an agency pitching. The pitch fee is applicable only when the client’s pitch brief demands brand strategy and creative work. 

According to a presentation made by the Advertising Agencies Association of India (AAAI), a standard brand strategy and integrated campaign which consists of development of a 'campaign strategy', 'development of creative concept', 'development of master film', 'development of three key visuals for print and OOH', 'development of influencer idea and content', 'OOH ground activation', 'social media engagement idea' and 'key visuals adapted to social posts and digital banners' should be charged a minimum of INR 85 lakhs plus taxes.

The development of a brand strategy and digital campaign is pegged at INR 60 lakh.

The AAAI's presentation also added that the copyright of all creative ideas presented during the pitch is and shall remain the exclusive property of the creative agency. Any use, reproduction, or dissemination of these ideas without the express written consent of the creative agency is strictly prohibited. 

While the AAAI has suggested these protocols, there's concern among agency heads of who will end up monitoring this and keeping a track. 

The meeting was attended by 15 agency heads. 

The AAAI's president is Prasanth Kumar, CEO - South Asia, GroupM Media (India). Rana Barua, group CEO - Havas India, is vice president.