Monday, April 15, 2013

Presenting


'Presenting' is a technical term that refers to how baboons display themselves
for copulation purposes. It is not what this post is about.

I've always thought it strange that creatives do the presenting.

An agency hires creatives to come up with new and lateral ideas. Hence, creatives think differently to most people. They might be a bit weird. Maybe introverted.

Meanwhile, the agency hires account handlers to manage the client relationship. They normally have great people-skills, and will typically be confident and charming.

So who does the agency ask to stand up and present to clients? That's right. Not the confident and charming ones, but the weird shy ones.

I once wrote a post about why creatives shouldn't present.

But... I think I've changed my mind now.

I still think account handlers would do a better job of the actual presenting. But the current set-up makes for a more harmonious atmosphere within the agency. Back in the old days, when account handlers still presented the work, the creatives would be furious with them if it didn't get sold. Even if the client had bought the work, but been so bold as to request any changes... the creatives would react as if they were proposing to graffiti a Picasso. Now, not so much. We're all in the same room. We're all on the same side. We're all motivated to solve the client's problem. And that can only be a good thing.

17 comments:

Anonymous said...

It wasn't always this way. Only a few years ago, suits presented everything here. They also sold the work through without promising anything to the client before checking back with creative. Now, the good ones have started their own companies, headed client side or gone overseas and we're left with the financial rejects of Europe. It's in shambles.

Gav said...

That Baboon has a very poorly upholstered bottom.

Anonymous said...

Yup agree with you here Scamp - but what about the other issue of ECD's that insist on presenting all the ideas?

Scamp said...

Yes, that can def be an issue, if younger teams who want to present their work are not given the chance. But the reverse argument has merit too. Clients quite rightly expect their CD to be in the room. It also means consistency - same CD presenting, not random teams. And it can naturally be difficult for clients to give honest feedback directly to the creators, sometimes easier if it's to the CD.

Anonymous said...

On balance an ECD is probably going to be better than a junior at presenting, so do you want to present? Or do you want your idea to get through?
Of course juniors have to learn somewhere but
I've never heard of an ECD presenting ALL the ideas. There are plenty of smaller opportunities for juniors to get their presenting skills up.

b said...

"My milkshake brings all the boys to the yard"

KA said...

Maybe clients are getting a little more sophisticated and so they can see through the Account Manager BS?


Horses for courses said...

Depends on the client, depends on the team. It's important to partner with account person and at least look as though some semblance of thought, preparation and theatre has gone into the idea which we are so adamantly selling.

Mmm, cleavage said...

Why do I find that baboon's pink bits strangely alluring?

stating the obvious said...

Most account people couldn't sell iced water to a man in the desert (or whatever that saying is).

K said...

Pretty sure I saw that arse being presented ping pong last week..

Anonymous said...

this concept is valid in advertising as much as outside of the advertising world. If you talk, relate to other on the basis of similarities and basic needs you will create empathy. On the other hand putting the differences first will only raise walls.

Anonymous said...

They should make the person who's best at presenting, present.

Anonymous said...

Dear Scamp,

I couldn't find a contact form on your site so I've posted my question as a comment in the hope you'll read it and share you opinion.

Recently our creative department has been so stretched with work that our CD has been forced to pick up a pen and pad to cover the workload. Something that has become painfully obvious since this began is that the quality of his work is nowhere near the lofty standards he demands of the creative department - in fact I would go as far to say if we presented him the kind of work he is producing we'd cop a righteous bollocking.

So my question is: should CD's lead by example when it's their turn to produce work?

Scamp said...

Great question! I will think about it and make this the subject of the next post here.

Anonymous said...

Yes! Very interesting question. Can't wait to see the next post.

Anonymous said...

I will give you a part answer: Vervroegen said he does one or two things a year completely by himself just to "lead by example".
I think he did this: http://www.youtube.com/watch?v=XOLq0niyp94
the best general is always the one who's been in the trenches.


to the point of the original post: nowadays creatives and accounts are on the same wave-lenght cause they're both scared as shit. they'd go lenghts just to sell the stuff.