Coke for free!

Drug dealers seldom give away a pound of coke for free. Why? Because they are decent businessmen. Ad agencies, on the other hand often give away ideas for free (if you only knew how much an agency will go to get new business).

Maybe it's time we end the downward spiral of value-destructive competitive behavior and start selling instead of giving. 

Comments

[George]

Quite a few agencies now charge for pitches, I no of a couple. I did think it a little optimistic when it was first told to me but if all agencies followed suit it would work out better for all.

[Rafael Amaral]

First of all, i got the metaphor. But what about samples?

[Marek]

Isn't it common practice to test the merchandise before trial, be it coke, a bottle of red or a new car.

It's the core value and competencies clients are buying and need to see behind the facade of awards and fancy keynote presentations to see there are working brains creating new ideas.

Of course, like a test drive, you should only be allowed to go a few kilometres before asking for some commitment to purchase.

[Leon]

Getting paid should be standard.

Trying the agency is only part of the solution. Creative ideas are only part of an agency's delivery. The more professional agency evaulations I've seen in pitches really examine the hard facts of the agency rather than ideas.