Veerle Pieters lashed out recently at freeloader clients. The client in question would be a big client (city website in Belgium).
That particular city wasn't content with a design mockup alone oh no they even had the audacity to state that the design revisions to that mockup had to be free too. You only got to have the nerve to think that's normal. This pisses me off and I have one clear message to all those freeloaders "stick it where the sun doesn't shine"! I don't work for free! Somebody has to say it out-loud.
Time to put a stop to it
The purpose of creative pitches are to give clients a better understanding of the creative capacity of the selected agencies. To me it is a lame excuse to not browse around in the portfolios and let someone else do the work for free. I wonder what goes on in the mind of the people who write that stuff down, do they expect the freebies in everything else also? From what understand it is not only a Belgian problem but an international one.
So when was the last time that somebody did a day of work for free for you? Think about, let a painter do a few rooms as a proposal and maybe you'll order the rest later. Good luck in finding one that will do so. Those RPF's are 8 to 10 pages if you are lucky and doing everything to the letter it will cost at least a day of work.
From my time working in major advertising agencies, I know we do these things free all the time. We used to call them pitches. The creative department (I was television production) would end up staying all night for a couple of nights doing mockups, phony storyboards, new looks. The account executive types would be putting fat binders of research together.