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How to give a Creative Presentation in 10 minutes by Two pens


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This is a primer for people who are put under the gun to present creative work in on-the-fly situations. Ten minutes can be well spent, if you do Creative Director Cynthia Hartwig's tricks. Or work you've spent weeks designing, writing and creating, will be deep-sixed faster than you can remove yourself from the room. Includes tips on recapping the creative brief, appointing a Meeting Czar (someone who runs the meeting and drives decisions) and presenting so that everybody can see that little, teeny mouse-type (assuming it's important). This deck is a supplement to How to Rock a Presentation by Cynthia Hartwig at Two Pens.

Published in: Marketing
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How to give a Creative Presentation in 10 minutes by Two pens

  1. 1. How to give a creative presentation in 10 minutes and 10 (more or less) easy steps.
  2. 2. Step 1. Own the meeting Owning the meeting means taking responsibility for the flow and acting with authority. Project confidence.
  3. 3. Step 2. Appoint a moderator Decide well ahead of time who from your team will be the moderator, traffic cop, and facilitator of the presentation.
  4. 4. Step 3. Speak body language fluently Pay attention to your posture, attitude, projection, eye contact, and where you place yourself in the room. Own it!
  5. 5. Step 4. Stick to an agenda Every presentation should follow the same agenda so presenters and reviewers both know the ground rules. (Presenters need to discuss the meeting game plan at least 15 minutes prior)
  6. 6. Creative Presentation Agenda > Restate business objective from the brief > Refresh memories about prior rounds > Reveal the work and thoroughly explain > Explain how the work solves the brief > Big picture comments: are we on strategy? > Detail comments: executional concerns? > If time, discuss operations & non-creative > Recap: summarize what will happen next
  7. 7. Step 5. Use visuals that work Make layouts oversize so the audience can see. Use labels, larger printouts, handouts, etc. Speak loud enough so they can hear. Use props in a way that gets them excited. Print out the takeaway statement. Print out a 25 word synopsis of the concept.
  8. 8. Step 6. Tell a story Set up the creative reveal with a story that will make the work more understandable and persuasive.
  9. 9. Step 7. Take input, not instructions Be a polite listener. Ask critics to restate their requests in terms of a broader issue. “What I hear you saying is...” Turn over work that’s getting micro-managed. Plan your escape routes.
  10. 10. Step 8. When you’re done, stop Ask for a decision. Consider “fist-to-five” to minimize discussion. When you have a decision, stop, thank, and remove layouts from the wall.
  11. 11. Step 9. Recap next steps This is an agenda item, but it bears repeating: Recap decisions made and then state explicitly what the creative team will be doing next and when.
  12. 12. Step 10. Say thanks Thank attendees for their thoughtful input and support.