THE BEST WORK
AND THE BEST
IDEAS STILL AREN’T
ENOUGH
A person can have the greatest idea in the
world. But if that person can’t convince
enough other people, it doesn’t matter...
YOU’RE IN THE
COMMUNICATION
BUSINESS
Luke Sullivan: Hey Whipple Squeeze This
If we expect people to follow us, we must
inspire them to do so. We must stand up
and be a leader.
!

*Peter Coughter: The...
IDEAS DESERVE A
CHANCE TO LIVE
Peter Coughter: The Art of the Pitch
YOUR IDEA WILL BE
JUDGED IN A SMALL
FRACTION OF THE TIME
IT TOOK TO CREATE IT
CLARITY
CONVICTION
GRACE
Peter Coughter: The Art of the Pitch
It is a fact of agency life that, with very few
exceptions, the highest paid people in the
agency are the best presenters....
SOME TIPS:
LEARN THE
AUDIENCE’S
CULTURE & TONE
ASK YOURSELF:
WHAT DO YOU LIKE ABOUT
PRESENTATIONS?
WHAT DO YOU HATE?
Peter Coughter: The Art of the Pitch
PRESENT YOUR
OWN WORK,
IF YOU CAN
Luke Sullivan: Hey Whipple Squeeze This
What will make you more proud at the end
of the day: The chance to hear yourself
talk for an hour or the chance to hear yo...
IN ORDER TO BUY
THE WORK, THEY’RE
GOING TO HAVE TO
BUY YOU.

Peter Coughter: The Art of the Pitch
REMEMBER, YOU’RE
BEING JUDGED
Luke Sullivan: Hey Whipple Squeeze This
DRESS THE PART
Peter Coughter: The Art of the Pitch
BBC Radio news presenters were required
to wear tuxedos up until World War II.
!

*Peter Coughter: The Art of the Pitch
DON’T BE SLICK
OR FAKE
Luke Sullivan: Hey Whipple Squeeze This
BE YOURSELF
BE SMART
BE CRISP
Luke Sullivan: Hey Whipple Squeeze This
ENGAGE THE
AUDIENCE FROM
THE START
Peter Coughter: The Art of the Pitch
LEAVE YOUR
AUDIENCE WANTING
MORE
Peter Coughter: The Art of the Pitch
TALK ABOUT THEM,
NOT YOURSELF
Peter Coughter: The Art of the Pitch
DON’T PRESENT
YOUR WORK AS
‘RISK TAKING’
Luke Sullivan: Hey Whipple Squeeze This
CLIENTS WANT
CERTAINTY
Luke Sullivan: Hey Whipple Squeeze This
DON’T LEAD WITH
YOUR CHIN
Luke Sullivan: Hey Whipple Squeeze This
BE PASSIONATE
Luke Sullivan: Hey Whipple Squeeze This
TELL A GREAT
STORY
The most memorable stories are the ones
that are well told. By people, not
presenters. Human connections are
always more p...
Photo Credit: AMC
SHOW THE
CREATIVE PROCESS
AS A STORY
PRACTICE
& PREPARE:
Take at least a fraction of the time you
spent inventing the work and create a way
to present the work. Put that creativit...
DO NOT WING IT
Luke Sullivan: Hey Whipple Squeeze This
Remember, the appearance of spontaneity
is the product of preparation.
!

*Peter Coughter: The Art of the Pitch
TEAM WORK
COUNTS
Peter Coughter: The Art of the Pitch
KNOW WHY YOU
ARE THERE
ANTICIPATE EVERY
OBJECTION
Luke Sullivan: Hey Whipple Squeeze This
PITCH CONCEPTS TO
YOUR EXISTING
CLIENTS
Luke Sullivan: Hey Whipple Squeeze This
IF YOU’RE PITCHING
SPEC/EXECUTIONS,
MOCK IT UP
DON’T LEAVE YOUR
BEST WORK ON THE
AGENCY FLOOR
Luke Sullivan: Hey Whipple Squeeze This
NEVER SHOW WORK
YOU WOULDN’T
WANT THE CLIENT

TO BUY
Luke Sullivan: Hey Whipple Squeeze This
DO NOT MEMORIZE
Luke Sullivan: Hey Whipple Squeeze This
It is far better to speak from the heart, to
search for your words, even make the
occasional mistake, than it is to delive...
SILENCE IS BETTER
THAN BULLSHIT
CREATE AN
OUTLINE, THEN
TOSS IT
Luke Sullivan: Hey Whipple Squeeze This
Watch a good actor sometime. He appears
to be saying what has just occurred to him.
He’s expressing an idea. A bad actor
a...
ORGANIZING YOUR
PRESENTATION:
WHITE SPACE
EXISTS BEYOND
YOUR SLIDES
VISUALS > TEXT
AVOID SHOWING WHAT
YOU ARE SAYING AND
SAYING WHAT YOU ARE
SHOWING
DON’T HAND OUT
MATERIALS BEFORE
YOU PRESENT
Luke Sullivan: Hey Whipple Squeeze This
DON’T SHOW A
SLIDE BEFORE YOU
ARE READY
Peter Coughter: The Art of the Pitch
DON’T PACK YOUR
PRESENTATION FULL OF
NUMBERS, FACTS &
CHARTS
The audience does not care about how
much we know. The audience cares about
how interesting what we know is.
!

*Peter Cou...
KEEP IT SIMPLE
Luke Sullivan: Hey Whipple Squeeze This
Make a choice about what’s important and
let everything elso go.
!

*Zen Proverb

Peter Coughter: The Art of the Pitch
THEY AREN’T GOING
TO REMEMBER
WHAT YOU SAID
Peter Coughter: The Art of the Pitch
THEY WILL ONLY
REMEMBER WHAT
THEY THOUGHT 

AND FELT

Peter Coughter: The Art of the Pitch
THE THINGS I’VE
LEARNED THROUGH
PITCHING:
THERE IS ALWAYS
ONE CRAZY
YOU DON’T HAVE TO
SOLVE THE PROBLEM
RIGHT THERE
LET THE CLIENT
HAVE OWNERSHIP
Don’t win all the battles and lose the war.
!

*Luke Sullivan: Hey Whipple Squeeze This
KNOW WHEN TO
SHUT UP
PAY ATTENTION
CHANGE UP HOW
YOU PRESENT
FIND A CONNECTION
ORDER YOUR
PRESENTATION
STRATEGICALLY
GIVE THEM WHAT
THEY WANT, THEN
WHAT THEY NEED
Robert Solomon: The Art of Client Service
UNDERSTAND THAT
BUYING CREATIVE
WORK IS HARD
Luke Sullivan: Hey Whipple Squeeze This
DEFEND YOUR WORK
WITH STRATEGY
Luke Sullivan: Hey Whipple Squeeze This
ASK WHY, DON’T

LET THEM TELL

YOU HOW
A great meeting is not the goal.
Great work is. Eyes on the prize.
!

*Mark Fenske, VCU Brandcenter
GO SLOW
ARTICULATE
BREATHE
RELAX
THEY’RE HUMAN,
JUST LIKE YOU
The trick is to understand that you are
simply talking with your audience,
sharing your thoughts. You’re not arguing.
You’...
LEARN FROM
EVERY
PRESENTATION
Peter Coughter: The Art of the Pitch
THE BEST
PRESENTER
USUALLY WINS
LEAVE YOUR
AUDIENCE
WANTING MORE
Pitching Creative Work
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Pitching Creative Work

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Tips on pitching creative work to clients with excerpts from Luke Sullivan's "Hey Whipple Squeeze This" and Peter Coughter's "The Art of the Pitch"

Published in: Education, Technology, Business

Pitching Creative Work

  1. 1. THE BEST WORK AND THE BEST IDEAS STILL AREN’T ENOUGH
  2. 2. A person can have the greatest idea in the world. But if that person can’t convince enough other people, it doesn’t matter. ! *Gregory Burns
  3. 3. YOU’RE IN THE COMMUNICATION BUSINESS Luke Sullivan: Hey Whipple Squeeze This
  4. 4. If we expect people to follow us, we must inspire them to do so. We must stand up and be a leader. ! *Peter Coughter: The Art of the Pitch
  5. 5. IDEAS DESERVE A CHANCE TO LIVE Peter Coughter: The Art of the Pitch
  6. 6. YOUR IDEA WILL BE JUDGED IN A SMALL FRACTION OF THE TIME IT TOOK TO CREATE IT
  7. 7. CLARITY CONVICTION GRACE Peter Coughter: The Art of the Pitch
  8. 8. It is a fact of agency life that, with very few exceptions, the highest paid people in the agency are the best presenters. ! *Peter Coughter: The Art of the Pitch
  9. 9. SOME TIPS:
  10. 10. LEARN THE AUDIENCE’S CULTURE & TONE
  11. 11. ASK YOURSELF: WHAT DO YOU LIKE ABOUT PRESENTATIONS? WHAT DO YOU HATE? Peter Coughter: The Art of the Pitch
  12. 12. PRESENT YOUR OWN WORK, IF YOU CAN Luke Sullivan: Hey Whipple Squeeze This
  13. 13. What will make you more proud at the end of the day: The chance to hear yourself talk for an hour or the chance to hear your work talked about for years? ! *Darren Moran, DraftFCB
  14. 14. IN ORDER TO BUY THE WORK, THEY’RE GOING TO HAVE TO BUY YOU. Peter Coughter: The Art of the Pitch
  15. 15. REMEMBER, YOU’RE BEING JUDGED Luke Sullivan: Hey Whipple Squeeze This
  16. 16. DRESS THE PART Peter Coughter: The Art of the Pitch
  17. 17. BBC Radio news presenters were required to wear tuxedos up until World War II. ! *Peter Coughter: The Art of the Pitch
  18. 18. DON’T BE SLICK OR FAKE Luke Sullivan: Hey Whipple Squeeze This
  19. 19. BE YOURSELF BE SMART BE CRISP Luke Sullivan: Hey Whipple Squeeze This
  20. 20. ENGAGE THE AUDIENCE FROM THE START Peter Coughter: The Art of the Pitch
  21. 21. LEAVE YOUR AUDIENCE WANTING MORE Peter Coughter: The Art of the Pitch
  22. 22. TALK ABOUT THEM, NOT YOURSELF Peter Coughter: The Art of the Pitch
  23. 23. DON’T PRESENT YOUR WORK AS ‘RISK TAKING’ Luke Sullivan: Hey Whipple Squeeze This
  24. 24. CLIENTS WANT CERTAINTY Luke Sullivan: Hey Whipple Squeeze This
  25. 25. DON’T LEAD WITH YOUR CHIN Luke Sullivan: Hey Whipple Squeeze This
  26. 26. BE PASSIONATE Luke Sullivan: Hey Whipple Squeeze This
  27. 27. TELL A GREAT STORY
  28. 28. The most memorable stories are the ones that are well told. By people, not presenters. Human connections are always more powerful than technological fireworks. ! *Gareth Kay
  29. 29. Photo Credit: AMC
  30. 30. SHOW THE CREATIVE PROCESS AS A STORY
  31. 31. PRACTICE & PREPARE:
  32. 32. Take at least a fraction of the time you spent inventing the work and create a way to present the work. Put that creativity to work in the name of creativity and do an ad for your ads. ! *Peter Coughter: The Art of the Pitch
  33. 33. DO NOT WING IT Luke Sullivan: Hey Whipple Squeeze This
  34. 34. Remember, the appearance of spontaneity is the product of preparation. ! *Peter Coughter: The Art of the Pitch
  35. 35. TEAM WORK COUNTS Peter Coughter: The Art of the Pitch
  36. 36. KNOW WHY YOU ARE THERE
  37. 37. ANTICIPATE EVERY OBJECTION Luke Sullivan: Hey Whipple Squeeze This
  38. 38. PITCH CONCEPTS TO YOUR EXISTING CLIENTS Luke Sullivan: Hey Whipple Squeeze This
  39. 39. IF YOU’RE PITCHING SPEC/EXECUTIONS, MOCK IT UP
  40. 40. DON’T LEAVE YOUR BEST WORK ON THE AGENCY FLOOR Luke Sullivan: Hey Whipple Squeeze This
  41. 41. NEVER SHOW WORK YOU WOULDN’T WANT THE CLIENT
 TO BUY Luke Sullivan: Hey Whipple Squeeze This
  42. 42. DO NOT MEMORIZE Luke Sullivan: Hey Whipple Squeeze This
  43. 43. It is far better to speak from the heart, to search for your words, even make the occasional mistake, than it is to deliver a perfect, memorized speech. ! *Peter Coughter: The Art of the Pitch
  44. 44. SILENCE IS BETTER THAN BULLSHIT
  45. 45. CREATE AN OUTLINE, THEN TOSS IT Luke Sullivan: Hey Whipple Squeeze This
  46. 46. Watch a good actor sometime. He appears to be saying what has just occurred to him. He’s expressing an idea. A bad actor appears to repeating what he memorizing. It doesn’t seem in anyway genuine. ! *Peter Coughter: The Art of the Pitch
  47. 47. ORGANIZING YOUR PRESENTATION:
  48. 48. WHITE SPACE EXISTS BEYOND YOUR SLIDES
  49. 49. VISUALS > TEXT
  50. 50. AVOID SHOWING WHAT YOU ARE SAYING AND SAYING WHAT YOU ARE SHOWING
  51. 51. DON’T HAND OUT MATERIALS BEFORE YOU PRESENT Luke Sullivan: Hey Whipple Squeeze This
  52. 52. DON’T SHOW A SLIDE BEFORE YOU ARE READY Peter Coughter: The Art of the Pitch
  53. 53. DON’T PACK YOUR PRESENTATION FULL OF NUMBERS, FACTS & CHARTS
  54. 54. The audience does not care about how much we know. The audience cares about how interesting what we know is. ! *Peter Coughter: The Art of the Pitch
  55. 55. KEEP IT SIMPLE Luke Sullivan: Hey Whipple Squeeze This
  56. 56. Make a choice about what’s important and let everything elso go. ! *Zen Proverb Peter Coughter: The Art of the Pitch
  57. 57. THEY AREN’T GOING TO REMEMBER WHAT YOU SAID Peter Coughter: The Art of the Pitch
  58. 58. THEY WILL ONLY REMEMBER WHAT THEY THOUGHT 
 AND FELT Peter Coughter: The Art of the Pitch
  59. 59. THE THINGS I’VE LEARNED THROUGH PITCHING:
  60. 60. THERE IS ALWAYS ONE CRAZY
  61. 61. YOU DON’T HAVE TO SOLVE THE PROBLEM RIGHT THERE
  62. 62. LET THE CLIENT HAVE OWNERSHIP
  63. 63. Don’t win all the battles and lose the war. ! *Luke Sullivan: Hey Whipple Squeeze This
  64. 64. KNOW WHEN TO SHUT UP
  65. 65. PAY ATTENTION
  66. 66. CHANGE UP HOW YOU PRESENT
  67. 67. FIND A CONNECTION
  68. 68. ORDER YOUR PRESENTATION STRATEGICALLY
  69. 69. GIVE THEM WHAT THEY WANT, THEN WHAT THEY NEED Robert Solomon: The Art of Client Service
  70. 70. UNDERSTAND THAT BUYING CREATIVE WORK IS HARD Luke Sullivan: Hey Whipple Squeeze This
  71. 71. DEFEND YOUR WORK WITH STRATEGY Luke Sullivan: Hey Whipple Squeeze This
  72. 72. ASK WHY, DON’T
 LET THEM TELL
 YOU HOW
  73. 73. A great meeting is not the goal. Great work is. Eyes on the prize. ! *Mark Fenske, VCU Brandcenter
  74. 74. GO SLOW ARTICULATE BREATHE RELAX
  75. 75. THEY’RE HUMAN, JUST LIKE YOU
  76. 76. The trick is to understand that you are simply talking with your audience, sharing your thoughts. You’re not arguing. You’re not selling. You’re having a conversation. You’re giving them a gift. ! *Peter Coughter: The Art of the Pitch
  77. 77. LEARN FROM EVERY PRESENTATION Peter Coughter: The Art of the Pitch
  78. 78. THE BEST PRESENTER USUALLY WINS
  79. 79. LEAVE YOUR AUDIENCE WANTING MORE

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