When you present creative to a client, what’s the fine line between being pompous, and giving your work the consideration and attention it deserves? That’s always a tough one for me. To spend a long time on flowery, pretentious speeches annoys me. So, we tend to go the other way, jumping right into showing the work and “letting it speak for itself.”
The problem is – that’s not always a good idea. Clients may think that the concepts that took us days if not weeks of hard work, were just lucky coincidences, fortunate flukes that happen to sound and look all right because… just because.
We need to find a happy medium. Enough of an introduction to set the tone, review the challenges, remind the client of the goals, retell the competitive scenario. And then, only then, show the goods.