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Everything. Coworkers will give you shit, but if you’re a good presenter the client won’t care. And then you don’t have to worry as much about how they communicate the ideas internally.
Then, like you said, it’s in a good state to quickly convert into a production deck, or a media deck, case study reference, etc etc etc.
Whether it’s a script or a concept, I’ve begun including everything in the slides. My clients have so many internal stakeholders whose buy-in is required that I have to over communicate so that practically nothing is left unanswered when they circulate and share with them. When presenting live, however, I topline it with just enough detail to sell the idea
So what do you say to those advice givers who say slide should have less words.
Sorry, was assuming your whole post was about scripts.
If it’s just an idea slide… Being concise is very important. Make the idea as clear as possible.
Give it a hook for a name. Even a logo for the idea if possible. Which you see for every Cannes case study.
Write a possible news headline for what the idea is. That will help the client see what the press could be if they do it.
You could also format your slide like this: Problem, Idea, Solution.
You have to get scripts approved. So why would you leave it off?
We usually present all the keyframes along with the script and direction under each frame.
Otherwise, what approval do you actually have????
Would be a disaster if you didn’t do this.
Now for a first round with a bunch of ideas in a deck, we may just have one key visual with a script on the page. And when they choose direction, then we present fully boarded scripts.