J H I Blog

Presenting Creative

We have a saying here at J H I: sending creative ideas to a client without protection is like sending a toddler out to play in rush hour traffic. Because the fact is, an idea is just that: an idea. It needs the support of the person or people who came up with it, who understand all of the nuances and details that lead to its conception, who know why it’s strong and where it can go, or what can be altered without weakening its core value.

Clients frequently ask us to send initial concepts as pdfs because they are too busy to meet and go over the ideas in person. Of course, technology has made everyone’s workday an accelerated rush from punch-in to punch-out, with packed schedules making it difficult to find even a few minutes to meet. So, unfortunately, despite our deep misgivings, there are times when we are forced to send original, embryonic conceptual ideas alone over the internet. What happens?

Often the client opens the pdf on their own (or, god forbid, with their colleagues), and immediately misconstrues or misunderstands what they see. There’s no one from the creative team there to refresh their memory about the strategy the idea is built upon. Colors may not be accurate on screen, type could look odd, unique attributes and design details are missed. Sometimes, a follow-up phone conversation can compensate for the shock of this initial introduction. Yet as we all know, there is but one chance to make a first impression, and sadly we’ve seen great ideas get lost in the muddle of an ignominious beginning.

So, here’s an idea we’d like you to consider: whenever possible, invite your creative team to present their ideas in person. It’s in your own best interest: you’ll come away with a better understanding of the thinking behind what’s been developed, and how it might be applied in a variety of ways beyond the immediate comp in your hand. In personal presentations, there’s likely to be a sharing of thoughts and reactions that make the original idea stronger, or send the team in a new and exciting direction.  An exchange that might never have happened had we not been sitting face to face.