spec work
Creative work produced for free on speculation that the client may later hire the creator.
Definition
Spec work means doing creative work, such as a logo or campaign concept, without payment in the hope of winning the job. Many professional bodies in design discourage it because it undervalues the creator and rarely gives a fair test of how a partnership works. A fairer alternative is a paid pilot project, or a pitch focused on strategy, approach and process rather than finished creative. Clients seeking a real feel for an agency can ask for paid test work or detailed case discussions instead.
In a sentence
The agency declined to produce full creative as unpaid spec work.
The client offered a paid pilot instead of a free creative round.
