Suspicious About Spec Work?

So, you’re in a new business pitch and client requests spec work. Just hearing the words can make you wince. It’s a tough call. Are they just fishing for ideas? Are they really going to hire a new agency? Ask yourself, how much is on the table? What’s it worth to your team? What are the chances you have of winning, and importantly, do you have the resources and time to execute?

You want to participate in the new business pitch, while maintaining your best practices. Gently point out how the brilliant work in your portfolio was based on research, strategy and solid collaboration with clients. And, it would be remiss to whip something out without putting in the due diligence needed to inspire the thinking, and they deserve your best work.

Give some ideas? Absolutely! Clients are much more interested in how you think and the direction you’d take their business than anything else. Focus on strategy, big ideas, how you think and how your team would add value to their organization. But you don’t need to give away the store, nor should you.

Going too far is risky and can backfire. Work developed without adequate research, preparation and planning has a big chance of being (way) off the mark, and not necessarily indicative of what you could do if hired. We know that great work comes from solid strategy and a beneficial brief.

If they are requesting a lot of specific spec work such as a creative campaign, ask for a project fee and treat it like one. This way, you can dedicate your team, research, strategize and create the magic.

The client will respect you for it, and gets the work. Your team gets paid. Everyone wins. And the best part? You've already started working with them...