It’s cool when we’re asked to talk to potential new clients.
Hey, what kind of creative agency doesn’t get excited? New business is the lifeblood of every agency.
Occasionally, though, we’re contacted by firms that are looking for work upfront.
For nothing. That’s not cool.
So, What is Free Pitching?
Free pitching is when companies ask agencies to submit creative work or campaign ideas as part of the selection process – without paying for it.
The idea is that agencies present speculative designs, and the client picks the one they like best.
Like a competition.
On the surface, it might seem like a fair way to assess an agency’s capabilities, but in reality, it’s a flawed process that often backfires for both the agency and the client.
Why Free Pitching is Bad for Agencies
1. It De-Values Creative Work
Creative work isn’t something that can be knocked out in an afternoon—it takes time, research, and strategic thinking. Asking for free work suggests that creativity isn’t worth paying for, which is a problem not just for agencies, but for the industry as a whole.
2. It’s a Guessing Game
Great design and marketing aren’t just about making things look nice; they’re about solving real business problems. When agencies pitch for free, they’re forced to make assumptions about the client’s needs rather than working in collaboration to create something meaningful.
3. It Wastes Time and Resources
Agencies invest hours—sometimes days—into preparing speculative work with no guarantee of a return. That’s time that could be spent delivering great results for existing clients. It’s also why many experienced agencies simply refuse to engage in free pitching.
But Here’s the Thing - It’s Also Bad for the Client
Inexperienced Clients might think free pitching is a smart way to get the best work for free, but it rarely leads to the best outcomes. Here’s why:
1. You Won’t Get a Thoughtful, Strategic Solution
Real creative solutions require deep understanding. The best work comes from collaboration, research, and testing—not from agencies taking a wild guess based on a brief they’ve only just seen.
2. You Might End Up Picking Style Over Substance
When agencies pitch, they often focus on making something visually striking rather than something that’s strategically sound.
That means you might pick the most attractive design, not necessarily the one that delivers the best return on investment.
3. It’s a One-Sided Relationship
Would you ask a lawyer or consultant to do free work before deciding to hire them? Probably not.
The best agency-client relationships are built on mutual respect and collaboration, not on making agencies compete for free.
A Better Way to Choose an Agency
Instead of free pitching, look at an agency’s past work, their approach to strategy, and how they solve problems. A strong portfolio will give you a sense of their creative capabilities and problem-solving skills.
Client testimonials and references are also invaluable. Hearing directly from other businesses about their experience working with the agency can provide insight into how they communicate, collaborate, and deliver results. If a potential agency has a strong track record of satisfied clients, that’s a much better indicator of future success than speculative work.
Consider whether you need an agency with direct experience in your sector or if you’d benefit from a fresh perspective. Some agencies specialise in specific industries, bringing deep knowledge of market trends and consumer behavior. Others thrive on innovation, offering unique ideas that challenge conventional approaches. Be cautious of agencies that take a cookie-cutter approach—just because something worked for one company in your industry doesn’t mean it’s the right fit for you. Stand out from the crowd!
Better yet, invest in a paid discovery session. This allows both you and the agency to dig into your goals, audience, and challenges. Instead of rushed, speculative ideas, you’ll receive a tailored strategy based on real insights and collaboration.
Watch This Video for a Laugh (and the Harsh Truth)
If you need more convincing, check out this brilliant video that humorously highlights the problem with free pitching: The Vendor Client Relationship – In Real World Situations. It perfectly illustrates how absurd the idea of speculative work is when applied to other industries. Why should creative agencies be any different?
Final Thoughts
Free pitching might seem like a win for clients, but in reality, it’s a broken system that benefits no one.
The best creative work happens when agencies and clients work together from day one. If you want results that truly make a difference, get in touch and invest in the process – just don’t ask for free samples!
