Spec work: tips for clients, agencies and freelancers

16 Feb 2009

Now that we've covered why ‘spec' is a four-letter word in our industry, let's look at what clients, agencies and freelancers can do to minimise this practice.

What should clients do if they want ideas from more than one supplier?

Pay a pitch fee. It shows respect for those who will be putting time and expertise into their submission. This is not uncommon in the UK and Asia, particularly for large corporate pitches, but offering a fee for responses that meet your pitch specification should be the norm. Do your homework up front and create a shortlist of suppliers you want to invite to pitch. Some client use of non-winning submissions may also be negotiated if a pitch fee is in place.
If you must run a competition (and I strongly suggest you don't), make sure the terms of entry are in the entrants' favour (your demanding all rights to all entries is Not On). Offer publicity and promotion for shortlisted entrants and prizes that are fair relative to the effort that the entrants will make.
Learn how to judge an agency or freelancer based on their credentials, CVs, references and portfolios. A really good creative will be able to produce work in any style your brand requires. Look for versatility and fresh ideas rather than something that looks like the mental image you have of your next campaign. And always check references, particularly from past clients whose details the supplier didn't provide. A supplier may have an awesome portfolio but if they constantly go over budget or miss deadlines, you need to know in advance.
Test out a new supplier with a small, low-risk, paid project first. This limits your exposure and enables you to walk away if things don't work out. And if you do like the results, you'll have laid the ground work for bigger things, including understanding how the supplier interprets your brief, handles deadlines and costs the work.

What should agencies or freelancers do if they're asked to work on spec?

Make it a policy not to do spec work. Decline requests respectfully and politely, explaining why. Refer the client to www.no-spec.com or use one of their letter templates if you're not sure how to phrase things. The more agencies/freelancers that do this, the less common spec briefs will become. You really, really won't lose out in the long run. Use the time you would have spent on the spec work to market yourself or on developing your relationships with your existing, paying clients instead.

Ask clients if they are recognising the effort that goes into pitching/spec work by granting all who submit ideas with a pitch fee. That's a hard question to say ‘no' to, and even if they aren't offering a pitch fee, you'll have made them think about it for next time.

Beware of clients who are unable to select a supplier based on their credentials and portfolio. Personally I find it much better to work with clients who know what they are doing and respect my experience and expertise.

If you really must work for no pay, weigh up the risks and rewards, says freelance writer and strategist Pam Sykes. If you honestly think that (a) you're going to be successful in securing the work, (b) that you'll ultimately be compensated fairly for your efforts and (c) that the client is trustworthy and will not use your ideas in any way, then go for it. But just as you should only lend money you're happy not to see again, so you should reconcile yourself to never being compensated for your time and ideas if you submit spec work. Go into it with your eyes open.

Building a strong portfolio

‘What about if you're just starting out and need to build a portfolio?' you may ask. Shanghai-based writer Iris Jumbe feels that when starting out as a freelancer or new agency, spec work is a necessary evil to build a client base. “When I started out I minimised my risk by researching potential clients to establish whether they were legitimate and assessing the likelihood of forming a long-term relationship with them. If I felt it was strong, I was more willing to consider submitting work on spec.”

My advice to those new at the game is still: ‘no spec'. To build your portfolio, rather volunteer your skills and talents to a local non-profit organisation or school. They will be immensely grateful, won't exploit your ideas and you'll get the added warm fuzzy of having done something nice for them. Then ask them to for referrals and find potential new clients that way.

More information

For a detailed review of spec work and how it is frowned upon by the international creative community, check out www.no-spec.com or read the American Institute of Graphic Arts' (AGIA) take on it (sample response letters included).

Jo Duxbury

About Jo Duxbury

Jo Duxbury has been providing a platform for marketers to find thousands of industry freelancers since she launched www.freelancentral.co.za in early 2006. January 2010 saw her launch Peppermint Source, which offers a full outsourced marketing strategy and management service to companies that don't have the time, skills or staff to handle their marketing themselves. Jo is also a fine art, travel and portrait photographer - view her work at www.joduxbury.com or follow @JoDuxbury on Twitter.