Mirko Kaminski, the owner of the Hamburg agency Achtung!, tells off "Company X" and explains why he refuses to pitch for free. The potential client wanted a free concept, of course, but without having to provide a brief of any sort, and without specifying a budget in the event of a successful win. Apparently, the request came from a larger company. Kaminski never says the name, but speaks in the video of a "board" on the client side, so there are other agencies in Germany right now who I am sure have guessed exactly what company this is.
It's not so much about this individual case. It's not the only one - that's something that has been misunderstood - that has a lack of pitch fees. I think it's harmful, if companies want invite agencies with minimal effort for maximal performance. A two-page typed meager briefing is sent to 5, 10 or even 15 agencies, which then have only one or two weeks to provide a comprehensive approach. And all this without just compensation. Then rebriefing, over the shoulder hovering, intense collaboration with the company? Not a chance. I really would not have thought that the video would create such high waves. Between idea and doing, it went on Youtube in just 40 minutes.
I guess the truth still creates high waves. Good on ya Mirko.