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I present 10 scripts (or synopsises) for a creative check-in. Going to a client with 10 scripts is a dumb move from the agency. It reduces the agency to a fast food restaurant. If the agency stands for something they present 3 scripts tops.
10 for an internal review is great, but only 3-5 should move on to the client.
3 scripts per brief
Chief
Usually 3 scripts if we already have a campaign/territory going into the meeting. If we're trying to sell the campaign itself, we go in with 2-3 buckets, 1-2 scripts under each.
Like everyone else is saying, 3 is the magic number
Stop presenting so many options, everyone.
You should always do three: the "safe option", the "middle of the road", and the "edgy one" or even a "wild card". if they're an open minded client. This includes scripts, big ideas, one-offs, etc. Three is the magic number.
That many options is bonkers. You're killing more work than you need to, nobody wants to see the same script twice, so you're sacrificing all of them at once. Too many options also creates a conflict in choice and reasoning.
Make the safe option fit their brief precisely to a T, but convince them it looks like a bad idea. Make the middle of the road the best sell all around, even if it slightly changes their brief. Still hype up the edgy one and/or/wild card just in case, you always want to try—but the biggest key is to get them to avoid the worst idea, which is generally the one so many clients would want to gravitate to.
If they don't like any, come back with another set of three. If they like one, blow it out. If they demand the safe option, at least fix the holes anyway so they're happy with you, and try again on the next ask. Once in a blue moon, they just might go for a wild card. Most work we do will always suck. Never fully give-up though.
Richard Nixon's advisors used to go to him with three options: one that would cause a catastrophic global apocalypse, one that would make him look bad, and the one they wanted him to choose. He always went with the one they wanted him to.
Now imagine if they presented him with 10 lol
Usually three