2. You are about to witness a presentation
that may contain content of an adult nature.
Some Images and Humor in this presentation is for a Mature Audience only!

11. U.S. Retail Sales of
Womens Razors
Near $587 Million in 1996
* P&G Annual Report

12. How and Why?
 A creative person and a marketing person
united
 Took a trip to Venus
 Understood their customers needs
 Adapted, Evolved, Survived, Grew

13. The Basics

14. A Company Hierchy

15. The Agency Hierchy

16. The call for a pitch

17. The Typical Agency Presentation
Strategy Presentation Creative Presentation

18. The Agenda for Today
Creative
Presenters
Strategy
Presenters
The need to fill the gap

19. The Agenda
 Understand the Gap
 Filling the Gap
 Presenting Creativity
 Protecting Creativity

20. Board the Next Flight
to Venus

21. A world of a difference

23. Different School of Thought

24. The weird guys in class!
 Front 2 rows
 Company Presidents
 Brand Managers
 Window Facing
 Art Directors
 Visualizers
 Back Rows
 Copywriters
 Ideators
 Near the Door
 Marketing and BDM

26. Computer Screens

27. Communities on Networking Websites

28. Two different worlds!
 Channel Surfing
 Magazine Flipping
 Shopping for Clothes
 Bookstores

29. In a day, over 3 million
presentations are made
in Power Point!
* Reports Microsoft

30. Besides that..
 Everyone is selling something or the else..
 Companies
 Products
 Services
 Credit Cards/ Loans
 Financial Reports
 Research Reports
 Trend Reports
 Vegetables
 Etc…
 So what makes you the guy who closes the deal?

31. Let’s experiment

32. Who can you convince
to buy Designer Wear?

33. Paris Hilton

34. Bridal Wear
$ 3600

35. Winter Wear
$ 1250

36. Maternity Wear
$ 1900

37. Who can you Sell
Lipsticks to?

39. Just Kiddin!

40.  But you need to
understand how
things work at Venus

41. Welcome to Venus!

42. Why do you need to
be a Creative Sale
Executive?

43. The Man who invented the wheel
could not sell it for years!!!!!

44. The Quaker Oats: 1877 AD
 Nobody knew from where Oats originated. They
simple bought it
 A entrepreneur named Quaker started putting his
name and a illustration on the bags
 Soon it became a symbol of Quality
 The first sign of Creative Selling and Advertising

46. The Inventor
 Dr. Spencer Silver, a
scientist, was a
scientist developing
glue
 He discovered a
formula for the sticky
stuff back in 1968.
 It stuck to objects
temporarily

47. The Seller
Art Fry,
a colleague of Silver
finally came up with a
practical use for it.

50. Unfortunately
You cannot create or get
great creative work…
every time

51. BUT…
Have you ever wondered..

56. Behind each of these ads…
 Is either a Horrible Client
 Or a
Great Casanova at Venus

57. What kind of brands suit SRK?

59. Brand Ambassador:
Hritik Roshan

61. David Beckham
Face of a brand for?

63. Presenting your Work

64. Before you go for the Kill!
 Hunter- Marketers
 Dog- Researchers
 Gun- Creative

65. Best practices
 Collect Data, before you fire up Powerpoint
 Preparation is more important than Presentation
 Interpret the Data
 Look for trivia, general information, cartoons on the category, news articles
 Get away from your work for a while
 Filter it
 Summarize the entire strategy in 2 minutes
 Write the story…
 Don’t write what you want to say…write what you would ‘like’ them to hear

66. Rule 1: Study the Client

67. Study the Client
 Spend Time with the Client and Servicing Executive
 Become Friends, not just associates
 Get a Feel of the Company
 Get to know what they find funny/ serious/ emotional
 Try and understand the size of the campaign and
where they are going to release it
 If you don’t follow Rule No. 1…your chances of
succeeding in selling a campaign grow slightly
lesser

68. What happens if you
don’t do enough
study…

70. Raymond’s
 TVC aired in the Arab Continents
 Targeted at Office Executives
 Not at Arabs…
 But…
 Brief Sheet contained only TA….not overall Public Perspective
 Problem : Dogs are not seen in the right light in Muslims
 Effect: Negative Word of Mouth

71. Parker Pen
 "It won't leak in your pocket and embarrass
you."
 In Mexico it read as…
 "It won't leak in your pocket and make you
pregnant."

72. Electrolux
 Scandinavian vacuum manufacturer
 The American campaign
 "Nothing Sucks like an Electrolux."

73. Colgate
 Introduced a toothpaste in France called Cue
 The name of a notorious porno magazine.

74. American Airlines
 When wanted to advertise its new leather first
class seats in the Mexican market, it
translated its "Fly In Leather" campaign
 Which meant "Fly Naked" (vuela en cuero) in
Spanish.

75. Dairy Association's
 The huge success with the campaign "Got
Milk?" prompted them to expand advertising
to Mexico.
 It was soon brought to their attention the
Spanish translation read "Are You
Lactating?"

76. What happens when you
study a client really well?

79. What happens when you
study the product well?

82. Rule 2: Practice selling your
Campaign

84. Practice…makes perfect
 606 takes
 6 million dollars
 1 hell of a commercial!
 Gold Cannes 2005

86. Rule 3: Make it Real

89. Make it Real
 Don’t expect a client to visualize
 ‘Picture it’ for them
 Use Photoshop to get a real feel
 Paste in the Magazine/ Newspaper and give it to the
Client to Flip the Pages
 Stationery (VC / Envelopes / Letterheads)

91. Rule 4: Present your own work

93. Present your own work
 Nobody knows it better than you
 Observe other people present
 Create a Magic
 Speak confidently

94. Rule 5 : Don’t get in the loop of
Cultivated Eccentricity

95. Visualize a…
 A Fashion Designer
 Gay
 A Indian Painter
 Jholawala
 A Insurance Agent
 Spectacled Uncle
 A Hacker
 Geek
 A Typical Ad. Creative Person!
 @$*&/#+#@

96. Cultivated Eccentricity
 Be who you are…don’t try and be someone else
 Smoking is uncool!
 You cant think better when your drunk!
 Clients hate typical creative people…because they
can’t communicate with them.
 In Roman, do like the Romans (Talk to them in the
language they understand)

97. Rule 6: The first 90 seconds of
any presentation are crucial!

98. Rule 7: Never present your
work as Risk Taking work!

100. Rule 8: Avoid Handing out
Materials before you present!

101. Police Public

102. Rule 9: Step by Step

103. Step by Step
 Pretend you are the Client
 When an agency unveils the ad. There is so
much to look at.
 Therefore step by step introduce a Print Ad.

105. Rule 10: Never say..
You are going to Love this!

107. The ‘F’ Word
 We Feel that….
 Clients don’t believe in feelings…
 They want facts…numbers…research
 Instead say “Our research/ Study/
experience says that….”

108. Rule 11: Don’t just sit there

110. Rule 12: Defend your strategy
Even before you meet the client

111. The Devils Advocate
 Criticize it
 Hate it
 Look at it as if in a bad mood
 Now defend it. Every thing you didn’t like.
 Defend it

112. Rule 13: They might be right!

113. Other Tips…

114. The 2 minute summary
 The Importance and
Relevance of the most
integral part of your
presentation

115. Little things…
 Get Introduced the right way…if need be explain how you would
like to be introduced…it’s a great investment
 Shake Hands…Confidently and Give your Visiting Card
 Emit a Positive Vibe…
 Remember the Name of the people you meet if not handed over
a visiting card
 If you cant try and ask him/ her for the spelling of the name….
 But your in trouble if his name is Raj!
 Better still ask for the Email ID!

116. Little Things…
 You have nothing to loose…everything to
gain!
 Even dogs and snakes can Sense fear!
 Murphy’s Law No.1
 If something can go wrong….it will
 Technology will always fail when needed most
 Keep a Joke Handy*
 It will help break the ice

117. Protecting your work

119. When do you need to protect
your work?
 When the client say’s “There are a few changes…”
 Strategy
 Message
 Idea
 Images
 Logos
 Colors
 Fonts
 Layouts
 Sizes etc…

120. Why do you need to
protect you work?
The client’s apprehension

122. The Ad Pyramid
Defend your Priorities

123. Positioning
Strategy
Campaign
Idea
Design
Copy
Logo Sizes/ Colors / Fonts
Trademark Pending

124. The Logo

125. The Brief for MSN’s new Logo
 "We want a logo that is unique among the major
Internet brands
 Different
 That fits with the Microsoft brand
 Similar
 That captures the spirit and imagination of what
Microsoft's software, content and services can do to
empower people's everyday lives.
 Abstract???

126. The Solution

127. Creative Selling
 A multicolored butterfly that symbolizes
 Uniqueness,
 Aspiration,
 Freedom and
 Personal empowerment
that people experience when using MSN to bring the Internet into
their everyday lives.
 Because MSN aims not only to make common tasks truly simple
on the Web,
 but also opens up a new world of adventure by connecting
people and information around the world.
 That's why the new butterfly logo is the perfect embodiment of
what MSN stands for.

128. Technical Selling
 The MSN butterfly logo, for Microsoft branding,
retains the yellow, orange, blue and green color
scheme common to Microsoft's other major brands
including the Microsoft® Windows® operating
system, Office and the BackOffice® family.
 The MSN butterfly icon is clean, with a simple font
that accompanies it, are meant to capture the
imagination and freedom that people should feel
from using MSN.

129. Convincing a Client
 Is the Ad. Strategically correct?
 Is it creatively satisfying and convincing?
 Does it Grab Attention?
 If yes…then your target audience will notice
 If still not...look for his competitors ads and try and locate a
good ad with a small logo!

130. Complaint No.1

132. The client wants to say
many things in the Ad.

135. Let’s Recall that ad.

136.  When you say a lot of things and speak about
everything…your listener eventually hears…
NOTHING!

137. How to convince..
 The story of the TT Balls
 1 message = 1 ad
 2 messages = a dissolved ad
 3 messages and more… is not an ad… it’s a
waste

138. Complaint No.2

140. Negative Headline…
No way!

141. Unilever
 Surf Excel
 Tagline : Surf Excel Hai na!
 While Everyone talking about
 Better Stain Remover
 Lesser water consumption
 Whiter/ Brighter/ Color Preservation
 Formula X with X boosters etc etc etc
 A new pitch invited…

142. Daag Acche Hain!
Does that mean…hum burey hain?

143. What sells…
 Home Truths in Femina
 Breaking News
 The K series
 Item Girl Interviews
 Negativity attracts attention!

144. Will you read this article?
 Newspaper with headline saying…
 Peaceful meeting at Parliament
 Plane lands safely at airport
 Mother delivers healthy baby

145. The Truth is..
 Eventually, as long as the product is
portrayed in the right way…the result is
positive
 The end customer does not remember your
headline or your body copy.
 Just the main idea.

146. Complaint No.3

148. Our competitor could
run the same ad…

149. Yeah so!
 How drastically is your product different from your
competitor?
 In most cases it isn't…the advertising brings about
the differentiation
 Travel and Tour Operators
 Colas
 Detergents
 The truth is…Once you say it first…its yours

150. How to sell it…
 Personalize it..
 The content
 The look and feel
 The Tone (study the history)
 The Execution

151. Complaint No.4

153. Make it Bigger na…

154. The Size Problem!
 The Art Director wants
it Smaller
 The Client wants it
Bigger

155. The Dilemma
 The Art Director feels that if the logo is too
big, it can look ugly, forced, can spoil his
layout etc.
 The client feel that if his number is not big
nobody will call. Nobody will notice its his
brand etc.

157. Convincing the Client
 If the advertising is creatively interesting the
reader will notice the company
 If the consumer needs the number at the right
time, he will find it…somehow.
 Small Tip: Always ask the Art Director to keep
the logo smaller than he wants it to actually be
and then change it to the right size after the
client complains

158. Complaint No.5

160. But you ad says that
Hutch is a ….
DOG?!!!!

161. Taking it literally

162. How to convince…
 See the ad as a consumer...not a product manager
 Ask him when do you read a newspaper or a magazine?
 In fact..
 A little exaggeration, humor will make them happy
 Don’t underestimate your consumers IQ
 Make advertising..entertainment…not a science programme
 The difference between a ad and a product catalogue

163. Rule 13: They might be right!
 Take a look at the
creative again
 Would you buy it if your
life depended on it?

164. So the next time you
need to present…
Remember…