Lately, ny agency has made a slew of creative presentations. Two or three a week. Likely your agency is experiencing something similar. It’d better be. Like sharks, creative agencies don’t do well sitting still. We must hunt as vociferously as we farm, if not more so. The days of long-term relationships are so damn over I feel like it almost goes without saying.
Create. Present. Repeat.
For obvious reasons, most creative departments are built focusing on the talent piece, finding the right people, nurturing them and tweaking when necessary.
Typically, we hire folks based on their credentials. That and a couple of meetings. Barring a disastrous interview, if the copywriter or art director or designer, et cetera has a good book and solid references we hire ‘em.
Alas, the presentation aspect of the candidate’s game is almost always underestimated. What choice do we have? Other than first impressions how can one really know if a creative person is tight when it comes to facing a client? I ask a guy if he’s good at presenting and 8 times out of 10 he’ll answer affirmatively, claiming he likes the adrenaline rush, and is a pretty decent closer. “I can always get better,” she might say, earnestly. “But, you know, my main focus is on the work.”
The proof is in the pudding, as they say.
Well, forgive my frankness, but most creative people aren’t very good at presenting their work, let alone someone else’s. Often a man might think he is; after all, who wants to believe otherwise? Being a charismatic and articulate advocate is so tied with self-esteem. It takes a very honest soul to admit mediocrity. Most of us end up fronting. Unfortunately, cocksureness is no substitute for a compelling presentation. Often it is detrimental. Few things gall as much as the defensive and preening creative. Even a kiss-ass fares better.
Because most agencies can’t afford to treat a single presentation as ‘practice’ a vicious cycle develops. ‘Show talent’ does not get properly developed. While the same two people end up presenting over and over again. Couple that with the fact that by definition people are crummy at public speaking until they’ve done it dozens of times and we end up with creative departments long on craftsmen and short on showmen.
The straight dope is one must really pay attention to his or her presentation skills, either making it a point to demonstrate improvement or be resigned to letting your hopefully more capable boss or partner do it. This is not unwise strategy. At first. But eventually you’re going to want to speak up, especially if you have designs on becoming a creative director.
Rest assured. The cycle can be broken! What does success look like and how do you get there? That’s the subject of my next post. (Hint: you won’t have to go to Toast Masters or take some weird class in a strip mall.) Until then, here’s a fairly recent piece I wrote on the very same subject.
April 17, 2014
Since I began Gods of Advertising almost a decade ago (!), I’ve carefully avoided demonstrating hatred of any kind to persons, places or things. When I was critical, say of an ad campaign, I tried to look at it from all angles, positing why, perhaps, an advertiser or agency would put something so questionable into the cosmos. Most of the time I have succeeded in being personally true to my feelings while maintaining respect for other points-of-view. (My last post bemoaning Selfies is a good example.)
When I’ve (perhaps) crossed a line you let me know. And I’ve published virtually every comment to that effect, unless they were patently offensive or obscene. Take a look at a piece I wrote about an ad campaign for Walgreens, featuring the cloying (in my opinion) voice-over talents of John Corbett. 62 people came to John’s defense, condemning me for being rude, cynical and worse. Precious few take my side. Either way, a new comment to this post shows up in my inbox every month or so. I publish all of them.
While I seldom defend myself I don’t freak out either. We have a conversation. I’ve written far more interesting pieces. Yet precious few engender as much feedback as the Corbett story. Proving, yet again, everyone loves or hates a critic.
As an experiment, I tried come up with three things I hate unequivocally. My one criterion (or do you say “criteria?”) was to limit selections to only matters germane to advertising and popular culture. God forbid, I drift into politics or anything particularly important.
As cynical as I am it was harder than I thought. I came up with three.
1. Laugh tracks. Oh my God, how I loathe laugh tracks. A remnant of the Golden Age of Television, the laugh track is, for me, an utter and complete turnoff. Now mainly a staple of kid’s TV, they elicit the exact opposite effect in me: one of utter and complete revulsion. I find all programs that use them guilty by association. A pass is given to the many inane sitcoms of ancient times, like Green Acres or Gilligan’s Island. That shit’s funny.
2. Auto Tune is to popular music what the laugh track is to TV. Why this dopey audio implant isn’t as reviled as lip-synching I’ll never know. A million years ago Peter Frampton Comes Alive came out to boffo reviews and went mega-platinum, largely because of his “Wa-Wa” infused number, Do You Feel Like I Do. I hated it then and make-out nostalgia aside I still do now.
3. My most controversial and final selection is the current spate of faux premium lagers, like Bud Light Platinum or Miller Fortune. Who’s kidding whom? These variations on a theme are nothing more than marketing ploys to upsell customers, who are dumb enough to fall for them. Like the so-called Ice beers of yore, they come in gaudy bottles that supposedly evoke class and distinction. They are anything but. I consider these brand extensions the Ed Hardy of beers. A badge for douche bags.
4. Honorable mention goes to Reality TV. This much-reviled yet inexplicably popular genre is far too low hanging fruit to make my list. None of these shows are real. They’re just shitty.
So, that’s my hater blog for 2014. I hope you liked it, or hated it, as the case may be. If you have something to add, this is the time and this is the place.
A stranger yelled at my wife the other day in the park. She’d taken our terriers off leash and a pedestrian took offense. Apparently, this other woman didn’t just get mad, she was irate, letting loose a torrent of expletives. My poor wife said she was too dumbfounded to respond, she just stared at this strange adult who was screaming at her.
Of course I felt bad for my spouse. On the other hand I’m pretty sure there’s a law against dogs being off their leashes. Even cute little buggers like ours. Regardless, that’s not what I want to discuss. What stood out for me about my wife’s tale: how rare situations like hers actually are. As mad as we might be personally, professionally, societally, we don’t yell at each other that much. Remarkable when you think about it. So let’s.
When was the last time someone not related to you yelled at you? For me, I can’t even remember. Maybe someone gave me the bird a few weeks ago from his car. But that’s about it. I’m guessing the road is where most verbal outbursts occur, yet people are generally moving and not in each other’s grill so to speak. I’m talking about screaming in your face. Like what happened to my wife. It’s pretty rare.
Turning the tables when was the last time you yelled at someone not related to you? Even more rare, isn’t it? Civilized people like us just don’t go off on each other.
Expressing anger, even righteous anger, is fairly uncommon. We may get or be pissed off on a daily basis but we seldom, if ever, express ourselves that way. It’s just not in our nature. Or it has been mightily repressed. Either way, when someone does go nuclear we not only notice we are also genuinely shocked by it. It’s ghoulishly fascinating. Which is why Reality TV is so full of drama queens and douche bags: folks wouldn’t watch otherwise. It’s also why these shows are so un-real in the first place. The characters are coached into tantrums. Really real adults seldom yell at one another, let alone five times a day.
Unless of course they’re mentally unhinged, intoxicated or, as I implied earlier, related. Sad but true. If you add your children or spouse or a parent into the mix suddenly the outbursts aren’t so infrequent, are they? Admit it. I am. In some ways I think our inability to lose it with strangers fuels are propensity for grousing with our kin. There’s definitely wisdom to that lyric, “you always hurt the one you love.”
My wife’s experience prompted me to think about yelling and screaming… again. Many years ago I learned that I couldn’t handle anger very well. I seethed. My IQ dropped. Upon outburst I was an incoherent buffoon. Kind of like Homer Simpson strangling his boy. As Doctor Bruce Banner (aka The Incredible Hulk) put it, “You wouldn’t like me when I’m angry.”
I still get angry, yes. But I try very hard not to lose it. What’s the point? I’ve discovered that even when I “win” an argument I still feel like crap. Probably why I drank too much. And I had to stop that, too. For me “emotional sobriety” is damn near as precious.
Anger is a gateway emotion to hell. When one opens his or her trap in response to it, we get a glimpse into that hell. Thank God, then, it’s infrequently we do.