Best Practices

What's All This Talk About 'Spec Creative'

There has been a great deal of discussion in recent years around the pros and cons of including what is termed 'spec creative' in new business presentations. It can be tremendously costly for an agency to develop creative solutions, on spec, for a new business presentation. Making a decision on a long term partner for your business based on a 'creative shoot-out' can be short sighted as almost any agency can win such a competition on a given day. As an advertiser, you are looking for consistently smart and strategic thinking, excellent service, cost efficiency and compelling creative. You will be able to judge the agency's creative talents, as well as its underlying strategic expertise, based on work they have done for other clients, both in and outside of your particular category. Remember, you are choosing an agency, not a campaign. Also, feel free to ask for references.

If you do want to include a creative component in your agency presentations you will need to provide extensive briefings, and be prepared to spend considerable time and effort. You will also need to be prepared to pay for the work at fair market levels. It should be noted that the presenting agency retains ownership of all such work unless a separate legal contract is arranged transferring ownership to you.