AdvertisingAge ran another article on the subject about a Creative Director Roundtable. In that article, William Gelner, group creative director, BBH, New York sums it up perfectly with his thought, “I’m finding that many of our clients are actually encouraged to hear that we want to invest in something, whether it’s an entertainment property or a product or something else. If we’re willing to invest to get a piece of the back end, we become a partner, not an expendable vendor.”

At eROI, we have done this with one or two clients, but I’m encouraged to try it more often as the industry is validating this as something other than just a hair-brained idea.