A speculative campaign is a specific advertising campaign project. The project reflects the response of an advertising agency to a call for tenders or a competition, called “speculative”. To create the speculative campaign, the agency has a brief and a more or less detailed specification.
The speculative competition pits several communication and marketing consulting agencies against each other. The agency selected at the end of the speculation is entrusted with the advertiser’s communication project. The contract is signed for a specific campaign and a perfectly defined period.