FCB has confirmed its revised policy of not supplying full agency credits with its regular releases of new work – but Colenso BBDO, which started the practice some time back, has agreed to take a fresh look at the issue early next year, heralding a possible welcome return to full information disclosure.
M+AD holds the view – shared with most individuals in the agency world – that agencies have a responsibility to honour the long tradition of acknowledging their talented people.
Fortunately, all other major agency groups, and all the indies, stick with full attribution.
“We made a decision to reduce our credits lists to just name the agency from this point forward, as the lists were getting too long, particularly with the more complicated campaigns,” says FCB PR chief Angela Spain, pointing out that Colenso also publishes just the names of partner companies – but omits individuals.
But Colenso PR chief Paul Gunn told M+AD the agency may now revert to its original full credits lists.
“There’s no doubt it’s important that individuals are recognised, and everyone who has an impact on a campaign is, quite rightly, credited in awards entries,” he said.
“Like all things we are constantly reviewing our policies and we’ll be looking at the inclusion of credits in PR releases in the New Year.”
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