An old chestnut surfaced last week, in US trade press and on AdNews, in relation to the creative industry giving away work. They call it ‘Spec’. Adweek highlighted a self-deprecating video on the subject; no doubt it will get some plays.
Though it raises the query as to why it’s so humorous. At what point is it recognised as a serious issue and black mark on our industry? Many of the comments in the video ring true though it’s mostly laughed off.
The question is: why? Why do we tolerate it, and even perpetuate it? There are probably many answers though what I am confident about is that it’s self inflicted. It has little to do with clients, whom would rightly take what they can get. The truth is the agencies (and often the big ones – ourselves included) set the tone for what’s acceptable and what’s not.
The heart of it, I believe, comes down to our desire to express ourselves. And when’s better to do that than in a pitch scenario with an open brief. In these instances, more often than not, teams can think big and truly flex their creative muscle. It’s fun. Seducing. So we’re unable to resist. And agency leaders - myself included - haven’t got the power to stop it, given competitors are doing it.
Though I won’t let clients completely off the hook. Great work comes in partnerships so evaluating work that’s been done in isolation is reasonably flawed too. A more accurate pitch process would mimic reality as much as possible. For instance, a quality briefing on the company, the consumer, the competition, the culture. Followed by reasonable time for the agency to respond; challenging, adding and enriching the thinking. That in turn is not presented but discussed between client and agency to agree on the best possible way forward. All of this happens with a pre-qualified (short) shortlist.
In a parallel universe I think agencies would be chosen based on their bodies of work, their people and their reputations. Not by what they serve up in an unnatural pitch scenario. Agencies would still ‘flex their muscle’ though do so with their existing clients. Proactive work would be recognised and always have a return on effort. Giving away anything would be condemned.
It’s time we as an industry grew up. Had more self respect. Stop giving away our IP. Stop making it hard for the little guys to compete. The challenge is collective action is required. Unless everyone has the commitment to change no one will. Creative workers of the world unite, it’s time for an agency manifesto:
Say goodbye to mindless pitching.
Say hello to collaboration, openness and transparency.
With respect we’ll show you exactly how we are going to help your business.
But. We need a new mindset. And access to the real insights around your business problems. You.
By knowing more about the problems we're solving we’ll provide better solutions.
What you come to us for in the first place.
Brian Vella
CEO
DT
For more on the Australian view of spec work, click here.