Most creative departments are long on craftsmen and short on showmen. (Part I)
April 22, 2014
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.