Gary Harwood, chairperson of think and director of HKLM, says this standpoint is a fundamental and non-negotiable position of the council: "It would be naïve to expect a lawyer or doctor to render a professional service and impart intellectual capital, all on a risk basis, in competition with their peers, in the hope that they might secure an appointment in the future.
"Yet in our industry agencies are expected to deliver creative solutions without any regard for the time and effort that is spent during the pitch process."
Among other prerequisites the code states: "A designer shall not undertake any work at the invitation of a client without payment of an appropriate fee."
When a prospective client offers an 'appropriate fee' for the development and presentation of a speculative creative solution Harwood believes it is at best only compensation for some of the time spent on the process, but never the actual value of the creative ideas presented.
Think aims to educate the market as to the flaws in the pitch approach: "Prospective clients need to realise that it is an artificial situation. A team burns the midnight oil coming up with a few fabulous ideas, which may or may not hit the mark. Due to conditions that are inherent in the pitch scenario, these solutions are seldom rooted in any
depth of insight into the client's business and unique challenges. It amounts to creative gambling."
Harwood says a far better approach is for the prospective client and the agency team to engage on a level that enables them to gain real insight into each other's businesses. This lets the agency demonstrate its ability based on its credentials and portfolio of work and allows the client to make a decision based on more than just a hunch. Prospective clients should also seek testimonials from the agency's previous or existing clients.
"The best strategic and creative solution is one that is based on insight, understanding, trust and collaboration. Anything else is just unprofessional."
The think membership roster consists of most of South Africa's leading strategic branding and design agencies and a number of educational institutions offering design. All, plus individuals represented on the think Board of Directors, have agreed to stand united on this matter.
"We are confident that this step is only the beginning and are convinced that additional agencies, institutions and individuals will be adding their name to the list," says Harwood.
Think invites everyone who wishes to support this initiative to become a member and add their name to the list which will be continually updated and published on the website. For more information about membership log onto the think website: www.think.org.za or email: or call: +27 11 802-1486.
