Is spec creative the best way to select your agency?

Spec creative. That’s what we politely call Free Work. The request is always packaged in a nice RFP, but the bottom line is always the same: “pitch us your ideas and maybe you’ll get the business.” And while we understand the game, it’s not one we prefer to play.
We’re not a big agency. We’re a small multi-media design shop, so we don’t get asked to respond to many RFPs that include speculative creative, though it does happen a few times a year. To which we politely decline. Why? Simple really, it’s not in our best interests. We are a for-profit entity, which strives to create lasting value for our clients. That is to say, we want our clients to feel that our fees are justified and worth it. Spec creative does not fit into that model. Spec creative establishes a zero-value cost basis. In other words, once you contribute the first round of creative for free, what else will you do for free?

Moreover, spec creative is not really the best way to measure the ability of a creative services firm. Spec creative is a single instance of creative execution, which may or may not have been created by salaried staff. Therefore it may not represent the true capability of a particular company. Likewise, spec creative doesn’t demonstrate what the firm is like to work with from a corporate culture standpoint. Or what their rates are based on. Or their attention to detail. Or their customer service. Or how they bill. Or what the full range of their capabilities might be. Which, collectively, is the true measure of a creative services firm.

In addition, spec creative is often requested without the benefit of key information. “Just show us a few ideas on how you would help us grow market share,” the RFP reads. In other words, fly blind and don’t ask the questions that might get you close to the real audience needs.

Lastly, spec creative creates a financial incentive for the creative services firm to work toward. In other words, every dollar they invest in the spec work itself is a dollar that has to be accounted for somewhere down the road. Don’t be surprised when future project estimates escalate in price.

We get it though. It’s an easy option during the decision-making process. And as long as there are hungry creative services companies, there will always be a call for spec creative. It’s unfortunate, but a reality in this industry. Despite this reality, it is not the best way to select a creative resource. We’d challenge those interested in spec creative to consider an alternate path – one that focuses on the long-term benefits of a mutually beneficial relationship. In fact, we’d love to help you through that process.