Leo Burnett says it came up with the idea of turning 7/11's across the United States into the fictional Simpsons-world Kwik-E-Marts. NPR's Morning Edition covered the story well yesterday morning (July 18). And apparently the agency didn't get credit for the idea. The creative team pitched the concept over a year ago in meetings with 20th Century Fox to promote the new Simpson's movie. One key element was turning small-town America into real-life versions of the fictional Springfield in a concept titled, "World Gone Springfield," which included bringing the fictional Kwik-E-Mart to a corner 7/11.

Is an idea something you can own and sell, or is an idea something that's swimming around in the universe and it's up to the lucky few to grab them and put them to work?

Creative Director Reed Collins says talks between Burnett and Fox sort of fizzled after four months of working on the project. And now with all these fictional Simpson's Kwik-E-Marts showing up, Collins says the movie studio basically stole the agency's concept. Although, a spokesman for 7/11 says anyone could have thought of that idea and its just sour grapes.

Professionals put out ideas and expect to be paid for them, but is an idea something you can sell, or is an idea something that's swimming around in the universe and it's up to the lucky few to grab them and put them to work? In the world of social media, there are likely thousands of great ideas being offered. Are all of those worth something to the person thinking them up, or are they free for anyone to take and sell?

Burnett is weighing its options and may seek some kind of compensation for its intellectual work.