Credit crunch

Things are getting tough 'out there'. We are are enduring an economic downturn – it is a good time to moan.

Some things never change, one of them being asked to work for free, or a 'free pitch'.

It's really nice to be asked to estimate on new work, by new clients, or existing clients. But often in the brief, we are asked to provide design ideas, at no fee. There are a couple of things worth moaning about here.

Firstly; there are not many professions out there that get asked to work for free. Try asking your mechanic to fix those dodgy tappets first before you commit to the full service. Graphic designers are always being asked to work for free. Our portfolio, our client base, or experience should be enough to make a client feel comfortable when selecting an agency.

Secondly; at the pitch or tender stage, if you present ideas to the client, it's your one chance to get it right. When people see what you present, they take the work on face value. As far as they are concerned, this is it, and decisions are made on what you present, understandably. The problem is, we all know that the design process is a collaborative one, you should involve the client in the process and a pitch brief isn't always the most comprehensive document in the world. As a busy agency, you have to take a view on the effort and time you are prepared to spend and proportion the time accordingly.

I can understand a clients caution when a new agency is in the running, but if you have worked for the client before, it's a shame.

Lastly; the majority of our work, the best stuff, is concept based. Coming up with the idea, a good, relevant, workable solution is our gold – it's where we really earn our money. Laying out a leaflet in house style can be done by almost anyone, but bringing together a strong piece of communication takes a bit of brain power and a big dollop of creativity. And a lot of time.

With some of our clients, we get paid a nominal fee to pitch. It in no way covers the time (or sometimes the materials cost) spent, but it does show that the client is serious and respects the agency's position.

No matter, free pitches are a part of our life, if you want to compete, you have to compete, so to speak. But if you are a client, bear in mind how it feels and treat us gently.

Anyway, it's nice to moan.