Sucking Less When Presenting Creative

0_0_0_0_70_campaign-asia_content_screen shot 2013-02-04 at 11.28.52 am

By: Account Lead, Dina Sorser

“Presenting creative is both hard and scary. After 25 years of doing it, I only suck less than I used to, but I’ve learned a few things along the way.” Some refreshingly honest words from Michael Griffith, VP of UX & Executive Creative Director at Bottle Rocket. While at SXSW, I had the opportunity to hear Michael share some useful tips on the best way to present creative. Every agency/client relationship is unique but the following tips can serve to provide a good framework for successful delivery, from set-up to wrap-up.

Before the Presentation:

  • Everyone coming to the presentation should build a relationship with the clients – this includes account and creative folks.
  • Name the comps, but give them strong names beyond Option 1, Option 2, etc. Make the names short yet descriptive.
  • Remove all friction, or at least as much as possible. Adding cute or funny tidbits into the presentation often just serves as a distraction.
  • Present at least 2 options but no more than 4.
  • Don’t provide a sneak preview of the creative – it relinquishes control and allows clients to form an opinion without context.
  • Whenever possible, present the creative in person.
  • Invite clients to your office for the presentation – this allows you to control the environment and introduce the broader team.
  • Come early to prepare the surrounding – nothing is worse than spending the first 10 minutes of the meeting trying to get the projector to work.
  • You are not just selling the creative, you are selling yourself and your company – prepare accordingly.

During the Presentation:

  • Bridge your work – begin by recapping why you are here and what you are trying to solve for.
  • Show the creative in context – for example, how a mobile execution will appear on the actual device or how a pushdown unit will look on the hosting sites’ homepage.
  • Build a story, but don’t build drama. No need to make the agency recommendation a big unveiling. It’s often best to tell the clients which execution you recommend before it’s even shown.
  • Put the concepts in the order that makes the most sense. The agency recommendation doesn’t have to be the last option.
  • Blow past small mistakes but don’t ignore the big mistakes.
  • Split the presentation responsibilities. Account can present strategy and designers can present the creative. This demonstrates close collaboration and teamwork.
  • End the deck with a visual summary of all the creative – so everything is snapshotted on one slide and you are not flipping back and forth in the deck.
  • Whenever possible, end the meeting early. Clients will be happy to get the time back and prolonged discussions give clients time to change their minds.

After the Presentation:

  • Clients want to be heard, so listen.
  • Make the decision simple – focus and guide the client discussion. Avoid wasting time fielding questions on a concept you are not even recommending.
  • Never say, “So that’s it, what do you think?” The more specific your questions are, the more specific the feedback will be.
  • Don’t resurrect old creative. If none of the comps hit a home run, then start fresh.
  • If you can’t get a decision in the room, politely press clients for a quick response. The best and most decisive feedback typically comes within 24 hrs of the presentation.
  • After the meeting, debrief with the team. Solicit and give immediate and honest feedback and align on next steps.

More News

| 10th Jan 2020

CES 2020 Day 3 recap

We finished our week at CES by swinging by Eureka park one last time.

| 10th Jan 2020

Looking Forward to Retail’s Big Show

With NRF 2020 Retail’s Big Show approaching, our team is gearing up for three days of immersion in the latest technologies and trends impacting retailers.

| 9th Jan 2020

CES 2020 Day 2 recap

Worldwide VR, gesture controls, and personalized flight information by Delta