As tends to happen in a recession, free pitching is on the increase again. But attitudes to it are changing, Designer Breakfasts think. A round-shaped discussion took place – the first at our new hosts, BBH, just off Regents Street.

The concluding remark from James Bull of Moving Brands moved the issue forward. “The market has changed a lot," he said. "Are designers lagging behind other sectors? A massive change is happening, design is heading in a different direction. Soon we’ll be giving away what we currently charge for and charging for what we currently give away free. We must embrace new ways of working like other businesses and make money in different ways.” Prior to that, the conversation ran along more conventional lines.

Roger Mavity, chief executive of the Conran Group started by saying: “You don’t have to do a pitch of creative work, you just have to convince the client you understand.” Adrian Burton, creative director of Lambie Nairn could see no point in doing creative work, design or not, if the quality of the client’s brief was inadequate and with no opportunity to talk to anybody. “I can’t imagine the collective worth of that pitch – half a million quid? It’s a massive waste of resources”, he said. “It felt like a duck shoot.” We’ve been told that about 10 companies pitched.

Roger cited an example where, as client, he invited three designers to do a free creative pitch for his book. Two showed designs, the third read the book, understood the issues, demonstrated an affinity without showing any designs and won the work. “You don’t have to respond with designs; the client just needs to find out who they want to work with,“, he concluded.

Designers admitted openly that they had done free creative pitches. We did a straw poll of hands – about 30%. It’s probably higher than that if we’re really honest. The feeling was that we all commit time for the prospective client, often at enormous cost; creative or not. “What difference does it make?” said Heidi Lightfoot of Together. How is the client to decide on the best partner? As one designer said, “Design agencies are much of a muchness and we all want the same clients”. Another remarked, “It’s worrying the way we think that some of the ways we do things are wrong.” “Do whatever works for you!” said a third.

“Free pitching isn’t always about winning work, it can create a good stir”, says James Bull. Few, if any, small design businesses get large public pitch opportunities – yet, anyway. Project fees for smaller clients are not always worth the investment unless you think the client has growth potential that you can benefit from at a later date. Small design businesses have many opportunities not open to big ones, Adrian and Roger agreed.