Chris Brogan of www.chrisbrogan.com Blog and owner of New Marketing Labs ask the view of any and all designers
Chris Brogan, President of New Marketing Labs, author of the recently released Social Media 101 & co-author of the New York Times and Wall Street Journal bestselling book Trust Agents, with Julien Smith.
or people in business to write a blog entry to answer a question about a dilemma he seems to be facing… He describes this in his Blog article, “A Perfect Dichotomy” www.chrisbrogan.com/a-perfect-dichotomy/
The question being, should he use a Design Agency as he has in the past, to create a new logo design he wants or should be hire 99Designs that helps a person create a design competition of artists to design his logo… Sounds simple enough… Often most businesses really don’t know what they are doing when they hire or create such a request… In the end, they are paying for one piece of art, but there are many artists that put the time in to create a full piece of artwork, but don’t get paid… I would guess if these business people where to be asked to do the same thing, they probably would not put that time, materials and effort into a project if they didn’t know if they would get paid for their efforts…
This in the professional Art and Design World this is known as “Spec Work” or “Crowd Sourced Creative Services”- doing the full design and creative work in a competition format where the winner gets the job and pay… The major problem with “Spec Work” is that only one person wins and so many artists spending the time, investing in the materials and their creative efforts do not get paid…
This is why AIGA (The Professional Association for Design) is very much against this kind of work ethic and service…
AIGA, The Professional Association for Design:
AIGA view on Spec Work is they believe an Artist or Creative should be fairly compensated for the value of the artists or designer’s effort and work…
Often large Businesses or Corporations will have several Advertising or Design Agencies do “Speck Work” for logo designs and advertising campaigns… The winner gets the Business or Corporation as a client… The only Advertising or Design Agencies that really competes for this type of work are those who can truly afford it… In the end all their designers still get their weekly salaries for their work and effort…
Competitions Design and Art work is a great thing for Students and used by Businesses or Organizations for years, and is excepted in this format by Professionals and Visual Artist Guilds or Societies… A Business or Organization will work with a Professor or Arts Teacher to have a smaller student competition as a class assignment, then chooses what they feel is the best work… This is a win-win situation, as I will further describe…
I remember having this as assignments in High School and in College Art classes and their using this format is still used for highlighting the best of the visual artist in schools today… I got to meet Jim Henson owner of the Jim Henson Company and the creator of the Muppets did such a competition for the designing and illustrations for characters for his movie “The Dark Crystal”…
These Art competitions are a great benefit in this situation as it gives students the opportunity to compete, enlarge their “Student Portfolios” and gain recondition for their work… This format is excepted by many Professional Societies and Guilds, as it helps young Student designers and artists with being “Competitive” and allows the schools to have a project that is a REAL project to work on, with deadlines and so forth… But one has to remember, these students are spending this time to enlarge their student portfolios, and aren’t spending this time needing to pay their bills, they are in essence learning how to work for a client, work under a deadline and often in a classic art or design frame work that Art Agencies and the visuals profession uses, concepts, design samples, then final artwork done…
Guilds such as the Society of Illustrators where they host a Student Illustrators Competition to get into their yearly Society of Illustrators book that highlight the best of the best of illustrators and their work in the US and within the Society… They have a Student gallery show of the best works sent in… You can see some of the best Student Illustrators that where chosen out of latterly thousands of artworks are sent into for this competition, there work in the yearly Book and a Student Illustrator Gallery Show at the Society of Illustrators in New York city…
There are even competitions for Music Scholarships… One such competitive scholarship for Julliard School of Music is named after my grandfather,
Vernon deTar, Photograph by Yousuf Karsh
Vernon deTar, where students compete by playing songs classical piano music that are judged by major people in classical piano field, You can see my grandfather’s scholarship, Vernon deTar Scholarship highlighted in Julliard’s website… Often the judges are Professors from Julliard and other great Music Colleges such as the Peabody Institute of John Hopkins University where my God Father Donald Sutherland is a professor… If you enjoy classical piano music this is a great event to go see and enjoy the beautiful music of some of the best pianists in the country compete for…
A Design Firm or Advertising Agency will have several Graphic Designers in the business, that all do a “think tank” concept for the client, a group problem-solving meeting of the designers… After this meeting go off to their offices or cubicles to start designing this project and put together as many possible choices for the owner or Art Director to choose from, this often also have a marketer in on this choice… Then after this, the Marketer or the Art Director presents the best of the best ideas to the Client… When you are paying a design firm or Agency large money, you are paying for the owner, art director, and the staff of Graphic Designers and secretary/s… It is a “controlled competition” within the company and the large amount that is paid is helping to PAY all of them for their time, work and effort to create this logo or advertising project for you as the client… None are working in the end for free…
Professionals will do competitive bidding for projects, do a bid highlighting what they will offer and show their portfolio of past work… But the majority of Speck Work today is really at the School level and frowned upon by True Professionals… Businesses such as 99Design is highly shunned upon by any Visual professional and the Artist Guilds and Societies…
99design creates competitions where a couple hundreds artists
99design
who need to pay the bills spending the time to do this work and you get to choose which you like best… In the end there is only one winner and the others loose that time and effort for their creative time…
If you turn the tables around is not something most professionals in other fields will do either… You don’t have 20 doctors operate on you only to pay one or hire carpenters to work on your house to pay only one for having the best craftsmanship… I highly doubt that Chris as a owner of New Marketing Labs, a premier digital marketing, strategy planning and social community engagement firm would spend the time to do the full work on a project only to compete with 50 other firms and the one they choose gets paid, as a professional you need to spend you time wisely and get paid for your efforts by paying clients…
I think it is more of an Ethical and Moral Question for a businessperson… Though many in business don’t have ethics or morals, which is why they support foreign sweat shop products, or send out work to other countries for pennies on the dollar work from countries where yes you save a butt load of money, but at what cost in the BIG PICTURE…
Is it right as a practice in business is a good question? I guess it really boils down to if you truly understand your having many artists do a lot of design work, then to submit it to you to choose from and only one gets paid for their hard work and effort… For me, I would rather hire only businesses that pay their workers for their efforts, if I am going to do spec work, it will be working with a local professor of an Art College and work with these students as if they are an advertising agency… If you don’t have a local art college near by or not sure, feel free to ask me to find one for you, I would be happy to help you locate a professor or art teacher that would help you with a Student Art or Design competition, as I view this as being truly beneficial!!!
Remember, Artists and Designers are also business people too, that also have to pay their bills, purchase materials, by advertising space and also make a living… Personally I wouldn’t be able to sleep knowing that I had 100 artists do work on a job that was completed by them, only to pay one with the other 99 out on time and materials… If you as a business owner can do this and sleep at night with this in mind, go for it… Do the right thing, hire a graphic Designer or an Advertising Agency or if you can’t afford that, then work with an Art Teacher or a Professor at a college to do a student design competition…
DON’T SUPPORT SPEC WORK!!!
Filed under: Art & Creativity, Web Design, Business & Advertising | Tagged: Advertising Agency, Chris Brogan, design firm, Donald Sutherland, Freelance, Graphic Design, illustration, Julliard, Logo, Music, New Marketing Labs, Peabody Institute, Spec Work, Vernon deTar | 3 Comments »