Free pitching can be looked on in a number of different ways. To the client it is effective a try before you buy mechanism, much better than creds as it is actually relevant and it doesn't cost a penny. Market forces also dictate that there are more agencies likely to indulge in free creative when times are tougher. To an agency it is a sacrifice of IP, is a loss of time that could be spent on other things and often ends up a beauty contest.
Many companies who build their business model on an IP basis are having problems with remuneration. Take the record industry, book publishing, film industry, TV, newspaper publishing, product design, etc. all of which have had consciously or not had to create and then give away IP for free. In some cases to the tune of many billions. They are all now seeking new commercial models that use the technologies that destroyed there old business models. I'm sure for one that Spotify will ride to the rescue of the record industry and give unsigned bands a new outlet.
To all in the industry I think this is a wake up call. Free pitching is here to stay, crowdsourcing will increase and unless we look at new more innovative business models that accept this then our industry will become an anacronysm alongside those that fail to adapt.
