Two thumbs up for Tom Denari who wrote a piece for Advertising Age explaining “Why Spec Creative Doesn’t Pay.” This is an excellent article which should be mandatory reading for all corporate marketing individuals who are charged with finding an agency to work with. As Tom states in his article it’s not about devaluing the work an agency produces but rather calls into question how well an agency can produce spec work when they really don’t know all the facts about the company in question.
Tom suggests there are alternative methods a company should practice when looking for a new ad agency like holding a two-day intensive interview process to get to know the agency better or have dinner with the team that might be servicing your account to see how well they interact.
You can leave a response, or trackback from your own site.
You must be logged in to post a comment.