Squeezing Nickels Pinching Pennies

from New York Times: Clients, facing relentless competition and consolidation in categories like automobiles, fast food and telecommunications, are anxiously squeezing every nickel of waste from their ad budgets.
“In the 80’s, we used to fight with clients over creative. In the 90’s, it was about strategy. Now, it’s only about money,” said Jonathan Bond, co-chairman of Kirshenbaum Bond & Partners in New York.
So in a trend-conscious industry, economizing is the new black. For instance, when Kirshenbaum Bond recently filmed a commercial for the Liberty Mutual Insurance Company, retelling the tale of the Trojan horse, “instead of building a massive set, we used miniatures,” said Rob Feakins, vice chairman and executive creative director.
That saved about $150,000, or about 10 percent of the budget for the commercial, he estimated.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, I'm the founder and creative director at Bonehook in Portland, Oregon. We bring integrated marketing solutions to our clients in healthcare, human services, real estate, fashion, outdoor recreation, and food and beverage.


  1. “That saved about $150,000, or about 10 percent of the budget for the commercial, he estimated.”
    So the commercial ONLY cost $1.35 million dollars?
    Cheap bastards. Next thing you know, they’ll only get to shoot the commercials in Hawaii, not Tahiti. Where will the madness end?