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Cater it to the client and project at hand, but in general, strategy frames the central creative challenge and then passes it over to creative to go through insight > concept > mock executions for each direction. Sometimes I’ll add a step between insight and concept to clearly define where the brand fits in.
You’ve kind of just got to start there and learn what does and doesn’t land for each client. They aren’t like us, which is why they need us. Some get distracted by a storyboard, and just want a script. Others can’t imagine the script without seeing at least 3 key frames. Just pitch and learn from it.
Common mistakes I see:
Following a formula too rigidly. Wordy slides. Repetitive insights that regurgitate the strategy. Not making it clear what your suggested direction is and why.
This. You're following a Problem > Insight > Solution story. Your substantiation (creating pre-agreement) is as important as what you're showing, which I see creatives miss most often when developing presentations.
Also, check out Ben Levy on the Confessions of a Creative Director podcast. Ben has some terrific insights on presentation strategy.
Some tricks:
1) Put the main idea or campaign line on its own slide. Huge. Just by itself. Have every slide before that slowly build up to that reveal. I’m a huge fan of having the manifesto lead into the reveal (adds more drama), but I’ve seen it come directly after in many pitches/presentations.
2) Less slides and less talk. Like 75% less. CMO’s hate agency lip service and you can lose them easily. Give the account folks like a 1-2 minute setup then have them pass the torch.
3) A few fun animated GIFs will help any deck, in any industry. And lastly, if you can pull off a British accent when presenting you will always seem way smarter.
Good luck!