Hating on PowerPoint in Adland: Methinks, the agency doth protest too much.
January 18, 2013
The other day we were preparing for a new client presentation and one of my colleagues suggested we abandon the PowerPoint format we were working on and go with something more organic and less formal, to “stimulate conversation” and “meeting flow.” He thought maybe just a handful of title cards. Someone suggested Prezi. This is not the first time I’ve heard such remarks. Frankly, I hear them all the time. Hating on PowerPoint is commonplace in Adland. We are in the image business and God forbid we come across as process driven or, worse yet, old fashioned.
Being a creative, you’d think I would have wholeheartedly agreed with my colleague. After all, nothing symbolizes corporation and process like rusty, old PowerPoint.
I did not.
I softly suggested that this particular client (and perhaps quite a few others) might actually prefer PPT versus something more organic, artsy or minimalistic. We deal with technology companies. Many are engineers cum marketers. They are comfortable with linear process. They appreciate eye charts. They might actually like PowerPoint. Frankly, most clients are MBA’s. They are left brain thinkers and they might want a beacon to guide them.
Either side. Either way. Used properly and with prudence PPT does the job exceedingly well. Besides, if our content is good, no one will deduct points from us for using it. I wonder if hating on PPT is based on insecurities deeper than a screen? Maybe some of us wonder if our process and methods are old fashioned and thus take it out on the presentation format.
Furthermore, I submit, choosing the new, new thing over PPT (presumably to come off as hip or modern) is a bit like chasing fool’s gold. The latest presentation tool might be attractive but it could also be a glitch-filled nightmare. I recall being trapped by a Prezi that had a mind of its own. The motion graphics took over rendering us powerless to stop it. Not good.
Finally, I also wonder if most people secretly appreciate having something to look at in front of the room. Being an audience is easy. Engaging in meaningful business conversation is not. For one thing, who’s leading the meeting? Get a few Type A’s in the room and control goes to the Alpha. Even more common is the likelihood of someone getting off point. Tangents are great at a dinner party. Less so when you have a hard stop in an hour.
In general, PowerPoint gets a bad rap. It is like a clock face. Old fashioned, sure. Yet utterly and completely functional.