Is there anything you add to your creative presentations to make them better? For example, as a copywriter, any time I present taglines, concepts, or platforms, I add a slide called “copy engineering,” where I explain the thought and process behind the words. Clients love it. They refer back to it all the time. And it’s a great slide to let them know that creatives understand their brand.

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I’ve started adding in a “why it works” slide to ladder back directly to the brief. Putting the logic directly on the page and doing that thinking for them is really beneficial. I’ve been told it helps them sell work through to their leadership.. kind of like a bridge to link our creative thinking and execution to their marketing jargon.

likesmart

I second this. And it should be developed collaboratively with accounts, strategy and creatives.

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I would rarely have time to present additional slides beyond the work with all of the strategy. In all of my write ups, manifestos, scriptlets, i try to show the reasoning and walk them up to it. Almost all of my presentations have to be incredibly tight.

“copy engineering,” where I explain the thought and process behind the words. Clients love it. They refer back to it all the time"

This is great. "Engineering" and "why it works" allows you to rationalize anything if they disagree. It takes you out of the equations and connects to the brief and their brand.

Our marketing department has decided that they no longer want to have these pitch meetings with creative. Now they just send them our ideas and they pick one without discussion. Feel like a short order cook.

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