Agencies give too much away for free, but do not make the most of real client opportunities, says UK ad exec

Hornby, Mayo, Kelly and Hama (on screen) at Spikes Asia

Advertising agencies give far too much away for free, but do too little with the opportunities they have after winning a client’s business, Johnny Hornby, a British advertising executive and entrepreneur said at Spikes Asia today.

Hornby was on a panel chaired by Bates CHI & Partners boss David Mayo that debated what adland can learn from Hollywood, which included comic book writer, artist and actor Larry Hama and Hollywood producer and screenwriter Gabrielle Kelly.

“We do give away too much. But we do far too little with our ideas once we’ve got the business,” he said in answer to a question from Mumbrella about agencies giving ideas away for free in pitches.