Why Comp Work is Unacceptable

At one time or another most Interactive Agencies are asked to provide comps prior to signing a proposal, usually during the client’s evaluation period. For those unfamiliar, comp work relates to any tangible deliverables you are willing to show the client prior to receiving a signature. In this case I’m referring specifically to design and creatives.

Advertising agencies make their money from media buys, and the creatives used to wow potential clients are part of the prospecting process. Ad agencies will place hundreds of hours into creatives with the hopes the prospective client likes their idea. This process does not translate to interactive work.

In our industry, money is made by delivering the resulting work, creative or code. To offer up creatives to a potential client without receiving payment first ultimately devalues the creative process.