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The Spec on Speculative Work
The best advertising comes from a deep understanding of your business. Speculative work is done only when a few minutes can be spared from paying clients. Or it comes from “the drawer,” where old spec work, unused or re-used concepts, or blind ideas (ideas that can be used for anyone, anything) are kept. Asking for spec work is like walking into a clothing store and asking for several pairs of pants as gifts so you can try them out. Ideas are an ad agencies’ products. Spec work is a business practice that is often not done anymore due to the fact that it jeopardizes the integrity and standards of work, it’s costly to the agency and clients, and it’s not fair to the current client base to expend creative time and talent that could have been applied to them. The best way to judge an agency’s work and determine if it is right for you is to look at their creative samples as a consumer would. Don’t have it paraded before you with lengthy pre-explanations. Simply review it and ask questions. Do you like it? Does it speak to the target? Is it smart? Did it achieve results? Is it executed well? An agency’s portfolio is their track record, their calling card and you can learn a lot from it.