Just because the ad space is for sale, does it mean you should use it? Chicago is up in arms over the city government's latest effort to generate revenue by selling ad space on city property, such as the Wabash Avenue Bridge.

Bank of America took them up on the offer.

The results haven't been positive.

Does this really make you want to open a checking account or take out a loan?



This is one of those cases where you may find yourself having to save a client from a questionable decision. If it's not a good idea, how can you spin it into something positive?

Can you create a display that's more architecturally friendly? If money is an issue, I think the bad press is a bit more costly, don't you?

If Bank of America was committed to making the purchase and I had to solve this, I would have recommended that they put nothing on the property. Then I would have created some goodwill buzz how they purchased the city space to keep Chicago architecture ad free.

Unfortunately, someone got marching orders to slap a banner on the bridge.

You owe it to your client to not be order-takers, but to help them best solve their needs. Sometimes you're forced down that road with them (so expect to take the heat for it too). At least, go on record that this is not your recommendation. I've had some clients apologize for being wrong. It created a mutual respect that lead to a client-agency relationship that resulted in more good work than bad.

Photo: Chris Walker, Chicago Tribune