On this special episode of Inside the Firm Lance is Joined by Bryon McCartney who is a managing partner and the Chief Idea Guy at Archmark which is short for Architect Branding and Marketing, in Estero! Join us as we go back Inside the Firm!

Show Notes:

Our links

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Some links on the AIA’s past restrictions on advertising and marketing:

http://averyreview.com/issues/36/sherman-antitrust-act

This is very detailed and complete overview of the Sherman Act decision.

http://www.modern8.com/architecture-advertising-a-history/ From the article

Architects were finally able to distinguish themselves from the competition in the 1970s following an ethics review of multiple industries, including the AIA, by the US Department of Justice.

https://archinect.com/features/article/150014677/architecture-firms-tell-us-how-marketing-requires-an-evolved-set-ofsocial-

skills

From the article:

"In the early 20th century, marketing one's practice was actually forbidden by the AIA. Concerned that underbidders would produce something of a lesser quality, the first Principles of Practice adopted in 1909 by the association barred architects from marketing themselves and prohibited firms from knowingly competing with one another by offering to charge less for the same work. Advertising, even proposals and sketches, were prohibited by the professional organization as architects were essentially required to charge the same percentage of construction cost. In 1972, the AIA finally agreed to allow members to submit price quotes, competitive bids, discounts, or free work such as proposals and sketches. As a result, marketing became an increasingly vital part of architecture firms; it helps bring in new clients, adds value to the brand, and helps to attract and retain top talent.”