When was the last time you walked into a restaurant, ordered five of their signature dishes, sampled each one, and then decided whether or not to pay? Sounds absurd, right? Yet, in the creative world, this logic somehow becomes acceptable. Agencies are often asked to pitch ideas, strategies, and even full campaigns for free with no guarantee of commitment.
This raises a crucial question: why do we pitch? Is it because brands believe ideas are free until a price tag is attached? Or is it because agencies themselves have, over time, nurtured this expectation by giving away their most valuable asset, creativity, without realizing its true worth?
The irony is sharp. No one would expect a lawyer to draft a case without a retainer. No one would dare to ask a surgeon to perform before paying a consultation fee. Yet, when it comes to creativity, strategy, and storytelling, the very building blocks of a brand, the rules somehow change.
The Value of Ideas
Ideas are not random sparks of inspiration that appear out of thin air. Behind every powerful campaign is research, strategy, cultural insight, and countless hours of work. Think about Nike’s Just Do It — a three-word idea that changed the course of sports marketing forever. Or Apple’s Think Different campaign, which redefined not just advertising, but the brand’s entire identity.
These weren’t free thoughts tossed on a whiteboard. They were carefully crafted strategies backed by vision, market insight, and bold execution. That is the value of creativity.
When Brands Get It Right
Some brands understand this. Coca-Cola’s Share a Coke campaign, for instance, wasn’t just about printing names on bottles. It was about personalisation, connection, and cultural relevance, an idea that required not only creativity but also a deep understanding of human behaviour.
Brands that value creativity know it’s not about short-term wins. It’s about long-term relevance, emotional connection, and shifting perceptions. They don’t ask for ideas for free because they know that true creative thinking solves business problems.
Why Free Pitches Hurt Everyone
Every time an agency agrees to pitch for free, it reinforces the idea that creativity has no price. It undervalues the expertise of the team. It sets a precedent where hard work and strategic thinking are reduced to mere samples on a platter, open for taste tests.
But creativity is not a hobby. It’s not charity. It’s work. And work deserves respect.
The next time a brand asks for a free pitch, maybe the question should be flipped:
Do you want an idea that’s just good enough for launch, or one that’s built to last?
Creativity has value. Respect it. Invest in it.
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