Tuesday, October 09, 2007

Tuesday Tip No.27 - How To Present Your Work


Just kidding.

Seriously, there's actually nothing wrong with Powerpoint. Russell did an amazing post about cool stuff you can do with it.

But if a creative tried to... he would probably be carted off to the loonie bin. Why, I don't know. At the end of the day, it's just words and pictures, right? Nevertheless, use of powerpoint in creative circles is considered to be actively evil. So if you are a creative, do not use it. If you have for some reason learned how to use it, unlearn it. Fast.

The way a creative presents his or her work depends on which of the 3 possible audiences he is presenting to: creative director, team (account handlers, planners etc) or client.

Basically, the rule is, that the further up this list you go, the more fluff & preamble you should use.

Presenting to CD

For your CD, no preamble at all. I mean it. Nada.

Maybe remind him which brief you've come to show work on when you walk in, just to focus his mind, but that's it. I've learned this from a few bits and pieces that I've CD'ed in the last couple of years, so it's a fact. All a CD wants to see is the work. Nothing else.

What about reference? Only if a piece of reference is essential for understanding the idea, or a music track is fundamental to the idea or even is the idea (e.g. the use of 'Mad World' on that Gears Of War ad) then present the reference or the music. Otherwise, don't.

Next week - Presenting to Team.

Tip No.26 - How To Deal With Rejection
Tip No.25 - Look Creative
Tip No.24 - Don't Be Afraid To Ask
Tip No.23 - Your Idea Has To Be 120%
Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish


Anonymous said...

Hey Scamp, it's Todd from BBH Asiapac. Been reading your blog for a while and in the London office for the next week. I'm sitting in the "Brazillians old office", whatever that means. Swing by and say "hey" if you go the chance.

Alan Wolk said...

@Todd: I think this is my favorite blog comment of all time.

@Scamp: Your "no set-up" rule assumes one intelligent CD. If only everyone were so lucky.

Alan Wolk said...

Okay, let's change that to "Your "no set-up" rule assumes one CD who is not a complete fucking moron. If only everyone were so lucky.

Joker said...

If you have enough time to present a campaign to your CD in power point, you're an intern. Any other scenario has you wasting valuable time, energy and oxygen. Totally agree mate.

Anonymous said...

Totally agree.

Unfortunately complicated by the fact that CDs know they should be able to evaluate an idea without any pre-amble or explanation.

If you give them any they think either:

(a) The idea is weak, and you're trying to cover it up by talking it up; or

(b) You think they're too thick to get it

Neither of which is likely to do wonders for your relationship with them.

Chris said...

I'm really into Powerpoint presentations. Especially ones with 'Brand Onions' on them. I got one last week as a brief. It was totally awesome!