ADWEEK Shares A Video On How Other Bussineses Think About Doing Free Spec Work
You get the idea. But, ask yourself, “Should you laugh or cry?”
But Toronto agency Zulu Alpha Kilo really illustrates just how ludicrous it is—in the great video below, in which a guy approaches real men and women (not actors) in other businesses and asks them to provide him with a product or service for free, to see if he likes it before committing to more.
The shop took part in spec pitches during its first two years of operation, but founder and CCO Zak Mroueh abruptly stopped doing so. “We haven’t done a pitch that requires spec creative in five years,” he told Adweek this year. “This approach allows us to support our clients’ brands rather than using the resources our clients pay for to gain new business.”
Now, it wants other agencies to follow its lead. “It’s time we all said no to spec,” says the on-screen copy at the end of the new video.
And Your Advertising Agency?
You have three choices:
- Just do the spec.
- Just say no.
- Better, give clients a reason to hire you that transends having to pitch. yes, this is being done every day.
By the way, I wrote the book on pitching… “Buy This Book. Win More Pitches.” I’ll help you get over spec work.