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To me, this is something that’s easy to overthink or overrate. A great deck is clear, easy to follow, and stays out of the work’s way. The deck is a visual aid. It doesn’t have to say everything and anything. Get to the important stuff, and use it to sell your thinking. How you deliver the message does more than the deck itself.
When building it, think about it from the client’s point of view. While the agency team is super familiar with the work come presentation time, nine times out of 10, the client doesn’t know what they’re about to see. It can be a lot to process on the receiving end of a presentation. Take your time and limit how many things are on a slide. It’s helpful to:
1. Recap the brief/the client’s needs (just a slide or two) to make sure you’re all on the same page.
2. Preview what you’re about to show. If the client is less savvy or experienced with this sort of thing, explain the structure of the deck. Example: “We have three concepts. Each one leads with a setup slide, followed by the campaign line, followed by a few mockups.”
3. One ad-lob or mockup per slide.
4. Summary slide with a keyframe from each campaign to start a discussion.
It’s easy to add more bells and whistles, but in my experience, they don’t add that much value. Creating templates for the agency to use for different kinds of presentations helps reduce the temptation or tendency to go crazy.
This is an excellent answer. +1 to all of the above.
Aisha Hakim @ 72andsunny made a great deck on this subject called the Art of Deck Making. https://drive.google.com/file/d/1Yrhts_I_l7d88h9eJToicA_TZCs20LT9/view?usp=drivesdk
Do you have any examples of non 16x9 formats?
I write decks like a thought process. No skipped steps. It should feel like the idea is a foregone conclusion based on everything that’s been set up. And really frame it from a “what does the brand stand to achieve by thinking this way” perspective.