Win More Pitches and Stop Doing Spec Work with Tom Denford | Ep #781

This episode explores the challenges agencies face when pitching for large brand accounts, particularly the issue of unpaid work during the proposal stage. Against this backdrop, the conversation features Tom Denford, CEO of IDcoms, an advisory and analytics firm that works with brands on media strategy and agency selection. He explains how his firm structures pitches to minimize the reliance on price as a deciding factor, prioritizing agency capabilities and client-agency chemistry. More significantly, the discussion delves into the debate surrounding unpaid "spec work" in pitches, with both the host and guest expressing concerns about brands exploiting agencies for free ideas. For instance, the host recounts his experiences with major brands demanding extensive free work before committing to a project. In contrast, Denford suggests a more structured approach, where agencies are paid for their initial work, regardless of whether the client ultimately chooses to proceed. This ensures fairness and reduces the risk for agencies, while still allowing brands to assess potential partners effectively. The episode concludes with practical advice for agency owners on how to select pitches strategically, focusing on winnability, desirability, and a clear understanding of the client's evaluation criteria.