You hear it everywhere: we’re operating in a world of transparency. Agencies have really glommed onto this concept and are spouting it to clients every chance they get. Recently it dawned on me how hypocritical we are as an industry. With one hand we preach the need to be honest and transparent. With the other we rarely give credit to the partners and people doing the actual work.

This is a practice that’s been going on since the beginning of time. But, recently, it’s gotten ridiculous. Last year things really came to a head, but when BBDO captured a Gold Lion for “their” HBO Voyeur campaign. The word “their” was in quotes, because in truth, it was Big Spaceship’s work that won for BBDO. In short, BBDO “partnered” with Big Spaceship to execute the work. Regardless of how small or large the partnership was, Big Spaceship was never given any credit for their contribution by BBDO or the judges.

Fast forward a year later and we’re seeing more of this type of behavior. Several agencies captured awards or took credit for “their” recently launched initiatives without actually crediting the partners who were involved. Doesn’t that seem a tiny bit backwards and out of sync with all this talk about “transparency.”

It’s time for our industry to walk the walk and talk the talk. If we’re going to preach transparency, then we need to actually be transparent. Does your agency have the stones and the integrity to do it?