Question

Topic: Branding

Brand Mascot Development Fees?

Posted by Anonymous on 1/31/2017 at 2:44 PM ET 250 Points
When a marketer develops a mascot for a brand - like Progressive's Flo or the Geico Gecko - how are they compensated for that? Are there royalties or licensing fees?
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  • Posted on 1/31/2017 at 2:52 PM Accepted
    Most of the time these "mascots" are created initially by the company's advertising agency and tested in a commercial (or series of commercials). Then, based on casting quirks and "magic moments," they evolve into the characters we know and recognize.

    Agencies are compensated in two ways: (1) fees specified and agreed in advance; and (2) a fixed percentage of the paid media they buy or run on the client's behalf. Sometimes agencies will create storyboards for several commercials on spec, in hopes that their creativity will land the account for them.
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