The World: New York - Kraft under fire for 'outrageous' pitch demands

Kraft has provoked a furious reaction from agencies taking part in its latest pitch by demanding they give up the ownership of ideas presented during the pitch, but accept legal liability should the company use those ideas at a later date.

The row blew up after the food marketer made the demands of shops contesting its Oscar Mayer, Kraft Singles, Ritz, Triscuit and Grey Poupon brands.

Although it has become common for US clients to demand agencies surrender the rights to anything pitched in a review, the idea that one might be sued for an idea they present is unprecedented.

The American Association of Advertising Agencies described the demand as "totally outrageous".

However, a Kraft spokeswoman said this week: "We're in the process of refining our agency pitch requirements."