Would you do work for nothing? While other industries baulk at the idea of providing work for free – this is a common practice that advertising agencies regularly face and a part of the industry that ad professionals are told to cop on the chin.
When an agency responds to a prospective client’s request for proposal, often times as part of the ‘pitching’ process the agency is asked to produce samples of work created specifically for that business.
There’s a long history of spec work in the industry, but many advertising agencies are speaking up to change the status quo. Toronto based agency Zulu Alpha Kilo made the statement at the end of their clever video that “It’s time we all said no to spec work.”
The video highlights how ridiculous spec work is, showing a man approaching other businesses and requesting products or services such as coffee, breakfast or architecture plans for free before he decides if he will commit to any remuneration. Unsurprisingly (and humorously), they all reject his request for free work ranging from spec breakfasts and spec framing to spec personal training.
The simple fact is that agencies would rather support their existing client base instead of utilising resources that clients have paid for to win new business. There should be more trust between prospective clients and agencies. An agency’s capabilities should shine through their body of work and track record. If you like the look of our work shoot us an enquiry here.