It seems that hoary old chestnut – free-pitching – has reared its ugly head yet again. Your report on the new Royal & Sun Alliance identity (DW 2 August) suggests that
Landor was one of five consultancies involved in an unpaid pitch for the merger identity. This is not true. We were briefed and asked for a five-figure fee for the pitch work, which we received. It seems we were the only consultancy to ask for a fee.
Will someone please explain why one of the UK’s largest composite insurance groups should be given free design work? Why do consultancies continue to give work away at a time when the corporate identity business is growing again?
We have refused all free-pitch invitations in the past 12 months – the United Utilities is a high profile example. Recently, one large company returned to work with us on a full-fee basis, following a free-pitch process with some other high-profile consultancies that produced work which didn’t meet the client’s needs.
Our corporate identity practice will continue not to do unpaid work.
Well done. Sadly, Royal & Sun Alliance omitted to tell us you’d been paid – Ed.