Expert: Peter Gabany - 3/26/2008

Question
hi peter,
for the first time, i'll be presenting unsolicited spec creative to a prospect.

my question: what should i do to protect our ideas after the presentation? i'll label all of the presentation boards "confidential-(ad firm name)" but should we leave the boards or leave a spec presentation deck?

thanks-w

Answer
So here is where I sit on Spec Work. I don't believe in it and know that it is wrong. I urge you to read the following. If an agency can't make it on their creative and business merit then why are they in the game?

And yes I am an RGD – explanation below. I hope this helps and aids you in making a strong pitch that isn't spec work. When was the last time you went to the dentist and had him accept the business case that if you enjoyed the experience you would then choose to pay him?

Good luck with this and I'm here if I can help,

Pete

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Spec Work


Spec (or speculative) work is defined in the The Business of Graphic Design as: "Providing design services to develop creative concept work for free (or for a nominal fee) as part of a new business pitch."

The RGD Ontario Rules of Professional Conduct prohibit members from taking part in, undertaking or conducting open competitions for commercial purposes on speculation. A member may conduct, participate in, undertake or compete in any design competition for projects of general, community or public interest if they are of a non-profit nature and if the rules of competition have been approved by the Board or conform to general competition rules approved by the Board.

RGD Ontario's Board of Directors will not approve a project competition where designers are required to submit uncompensated creative work as part of the selection process. (Members may donate their time and expertise on a pro bono basis for charitable purposes or for family members.) Please see sections 36-43 (Competitions and Fees) of the RGD Ontario Rules of Professional Conduct (Bylaw #3) for complete details.

Spec work is universally condemned by design organizations around the world as harmful to both clients and designers alike.
See:
www.no-spec.com
www.gdc.net/for_business/ethics.php
www.aiga.org/content.cfm/position-spec-work
www.allgraphicdesign.com/graphicdesign-workingonspec.html

RGD Ontario provides a policy statement detailing the harmful effects of demands for spec work and gives advice on the professional methods for selecting graphic design services.

http://www.rgdontario.com/bestPractices/specWork/default.asp