The DBA’s Code of Conduct is a set of recommended practices that members align themselves with when they join the trade association. Point 7 states:

“Members shouldn’t take part in pitches that require unpaid work. The level of payment for pitches should relate to the time and effort involved.”

The DBA strongly recommends that our members do not engage in free pitches. We stop short of saying it is a stipulation of membership because it is impossible to legislate against. But that doesn’t mean DBA members should partake, or that the DBA shouldn’t campaign against it. The ‘free pitch’ request is something that should be pushed back against. It is an unsustainable business model for design agencies, and it is not an effective way for clients to source the best agency for their needs.

The ‘free’ pitch

A free pitch, also known as a ‘free creative pitch’ or a ‘speculative pitch’, usually comes about during the procurement stage when a client is looking to choose an agency. Prospective agencies are given a brief and asked to prepare creative solutions which they will pitch to the client in turn. The client then bases their decision of which agency to hire on the creative ideas presented to them.

It is important to differentiate between this type of pitch and a credentials pitch, or a chemistry meeting – or even a paid creative pitch. Paid creative pitches are often seen by agencies as positive, but the amount paid should accurately reflect the amount of time invested in the pitch and it is important to discuss and confirm with the agency what the pitch fee covers in terms of intellectual property.

The free pitching problem

Free pitching devalues creativity, erodes professional standards, and undermines the impact of design. It is as bad for clients as it is for agencies and is a practice that has no place in an industry respected around the world for the creative quality and commercial impact of its design work.

It’s not a new problem. Free pitching has always happened, and there will always be agencies and individuals willing to do some work for free in the hope of winning a contract. As Blair Enns, author of the Win Without Pitching Manifesto describes, free pitching is “the addictive and destructive opioid of both client and agency”. Entrenched in some agencies’ culture, it can be seen as a justified adrenalised practice to win the prize. While for clients, in a saturated market where it’s hard to tell agencies apart, the free creative pitch process is often (wrongly) seen as the most viable method for making a choice and often (wrongly) perceived as limiting the cost and risk-implications to the business. As the saying goes, there’s no such thing as a free lunch.

Free pitching is bad for business

Finding the best agency you can afford for your project should be your ultimate goal. A free pitch might show you some creative ideas, but it does not show you who the best agency is for you. There are also some very specific, potential hidden consequences of the creative pitch that can negatively impact your business, post-decision.

If you are buying design, the DBA’s tailored advice for businesses commissioning design can help you further understand the issues and implications of the speculative pitch. We can also provide you with structured guidance on alternative, more effective methods for selecting an agency. Head to Free pitching: Advice for Design Buyers. 

For agencies continuing to free pitch, not only are you giving your ideas (your valuable intellectual property) away for free, the model involved in free pitching is both unsustainable financially and will frame how your agency is viewed by the client should you win the work. As Blair Enns says, “The sale is indicative of the ongoing relationship.” In other words, how you are treated during the procurement process is a precursor to whether you are viewed as a vendor or an expert consultant, which can have significant implications on the value of future opportunities for your business.

If you are an agency delivering design, we can help you confidently respond to requests to free pitch. It’s a practice that has no place in our industry — and it’s time to become role models to those that struggle with this. Head to Free pitching: Advice for Agencies.