Why we don’t do free pitching

Many agencies grapple with the decision of whether or not to engage in free pitching. Some may participate in free pitching on occasion, while others strictly abstain from it, taking into account the specific project, requirements, and potential opportunities.

At Kandi, we have a general policy of not participating in free pitching, and there are several reasons for this stance, which we will discuss shortly. But first, let’s clarify what we mean by ‘free pitching’.

When we use the term ‘free pitching’, we are referring to the creation of visual concepts or designs as part of a pitch, with the hope of securing a project, without any certainty of receiving compensation for the time and effort invested. This type of pitching requests sometimes also comes with a substantial list of required deliverables, with little to no information about the number of competing agencies or even a brief outlining the full scope and budget of the project should the pitch be successful. In some cases, it may seem as though the client has sent out a mass request for ‘ideas’ without conducting adequate research. In light of these considerations, we often choose not to engage in free pitching, and below are some of our reasons:

Devaluing a service

In essence, we believe it is unjust to request work without compensation. Although this practice has become normalised to some extent in the advertising and design industry due to intense competition, we most often decline to participate. When participating in free pitching, we feel that there is an inherent devaluation of the services offered. The agency’s talent, knowledge, and expertise are its most valuable assets, and it is critical to recognise the worth of the creative and strategic thinking that is asked for.

At Kandi, while we do not offer free pitching for ideas or creative work, we provide a detailed written proposal upfront without any commitment, outlining the work to be carried out, our process, timelines, and cost estimates.

This is a business, not a hobby

Our work is our livelihood, not a mere pastime. Like any other business, we have fixed overhead expenses. Time is valuable, and by working for free, we would be diverting time that should be dedicated to existing projects and clients.

We’re a small agency

As a small agency, we do not have separate teams for pitching and project execution, unlike larger agencies. We do all our work with the same team, and participating in free pitching diverts resources from our existing projects.

We focus on our existing work

We direct our efforts and give our full attention towards projects and clients that we already have, rather than pitching for work that we don’t have.

Not always the best result

We believe the best work always comes when working closely with our clients in a committed relationship. Pitching often limits the opportunity for in-depth research or discussion with the client, potentially leading to superficial results compared to projects where we can fully engage with the client to understand and address their specific needs.

Unprepared clients

When clients request free pitching, they sometime overlook critical aspects such as project budget, asking the agency relevant questions, doing adequate research or even defining their own requirements. It should be evident from case studies, references, and discussions whether an agency is suitable for a project, rendering it unnecessary to request free ideas to test compatibility.

Ownership

It is possible that some clients just want ideas that they can then take to another provider or to use in-house. Bad practice? Yes. Immoral? Yes. Does it happen? Absolutely. If you as an agency chooses to engage in free pitching, you should ensure that the contract prohibits the use of your creative concepts if the work does not proceed.

When is it appropriate to pitch or work for free?

There may be occasions where it feels right to pitch for free, particularly when it is an interesting client and project, and you have the capacity to take it on. If you decide to undertake free work, it should always be done on your own terms.