By Mecca Adams (with David Ferraro)
Addicted To Golf - It was a bright spring afternoon when the sales rep came to production and asked if we could provide her client a little “wiggle room” on the production cost of a commercial for a proposal.
An article of faith in Cox Media production is that creative is the foundation of the advertising effort. If you don’t get that right, your advertising money may be wasted, or at least poorly spent.
During conversation we learned that the client proposed a reduction in his original proposed schedule and wanted more. Offering to spend less money generally does not increase your leverage.