Free / speculative / creative pitching – whatever you want to call it, it amounts to the same thing – doing free unpaid creative work in order to impress a client to win a job. A ‘free work’ pitching request is something that should be pushed back against. Not necessarily because it is bad for the agency (although it certainly is) but because it is not an effective way for clients to source the best agency for their needs. Agencies should be selected on their approach, portfolio, expertise of work, testimonials and awards.