Open letter to Leo Burnett
Out of context: Reply #50
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- tOki0
All of you guys complaining about if Leo Burnett hired Asylum then it's totally fair - FYI most agencies retain copyright of their work, as well as ownership of the working files. The transaction is merely a license to use said work.. this is to protect their investment and any knowledge or trade secrets associated with it eg. to stop people taking their concepts and creating derivative works. It's anti-competitive sure, but this is a good example where they, the small guy, gets fucked around by the big guy and miss out on what they deem to be work that should of gone to them.
This kind of thing happens all the time - whilst Leo Burnett probably haven't broken any kind of contract they've definitely not played particularly fair to the smaller shop who seemingly helped them out. It highlights how business in general can be pretty douchey if anything..