People React To Being Asked To Work On Spec
This video was posted at AdWeek by Tim Nudd:
About the video, Nudd writes:
Zulu made the video for Strategy magazine's annual Agency of the Year event on Wednesday night, where a number of agencies presented comic videos. But despite the humorous approach, the topic is a serious one for Zulu.The shop took part in spec pitches during its first two years of operation, but founder and CCO Zak Mroueh abruptly stopped doing so. "We haven't done a pitch that requires spec creative in five years," he told Adweek this year. "This approach allows us to support our clients' brands rather than using the resources our clients pay for to gain new business."
Now, it wants other agencies to follow its lead. "It's time we all said no to spec," says the on-screen copy at the end of the new video.Could it be that easy?
"This approach allows us to support our clients' brands rather than using the resources our clients pay for to gain new business."
I mean, like you know, Dude, what business wants, you know, new customers? How 20th century, duh.
Bob in Texas at November 7, 2015 5:42 AM
I have to admit I don't understand the terminology. I've done work to specification. I'm sure the architect has as well. But that doesn't sound like what 'spec' means.
Also, if you can provide a product within predictable bounds of cost and quality then you don't have to offer free samples. Which is what 'spec' sounds like. Free samples as advertising to drum up more business.
Ben at November 7, 2015 5:45 AM
I'm pretty sure "spec" here means "speculative" where Company X asks Person Y to create a product or design, but Company X will not pay for it unless they like what they see. Person Y would have to accept the risk of putting forth effort/resources without any guarantee of being paid. The situation generally sucks for Person A, but can be seen as a way for an unknown to get a foot in the door of a potential client/employer.
Ivankiv at November 7, 2015 7:04 AM
"...but can be seen as a way for an unknown to get a foot in the door of a potential client/employer."
No surprise that Mroueh, now that he's become a known, wants to ban it.
dee nile at November 7, 2015 7:35 AM
Ivankiv is right - spec work is work that's performed at the request of a potential client. It's common in design and advertising fields.
nerd at November 7, 2015 8:22 AM
Yeah many common business practices in one area are laughable in other business areas. Like going to a restaurant and being required to sign a 2 year contract stating you will buy 2 entrees a week for the next 2 years.
Oh and after they give you the food, the restaurant still owns copyright on its creation and could sue you if you damaged it, like eating it or had someone else eat it since it was made for you.
Spec wor is generally for unique specialized/creative work.
Joe J at November 7, 2015 9:32 AM
I hadn't though of speculative for spec. I do a lot of what is called spec work. I work to a specification. But I still get paid for that work.
As I said this sounds like free samples. When I drink a cup of Teavana from the front of their store or eat a tiny wrap from the sandwich place I take possession of that good and offer nothing in return. The key is to not offer so many free samples you flood the market and your customers no longer need to pay.
Ben at November 7, 2015 2:16 PM
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