Yesterday, as a freelancer, I presented some work at a small shop in the city. Let me first say, I loved being back in the trenches and, thrillingly, on the working side of the table. Camaraderie with a dose of healthy competition tempered by humility is a recipe my creative soul thrives upon. Indeed, I think all creative people in Adland are nourished by this activity. How could one not be? Putting what comes out of our heads up on a wall for others to see is central to what we do. It’s exciting, humbling and deeply satisfying. It’s not easy. But appreciating and respecting that process is part of maturing into a seasoned advertising professional, for the audience as well as the presenter.
So many skills are required in order to do it well.
If you are receiving the work you must be paying attention (that means phones down!) You must be patient. Let the ideas unfold before you. Try to free your mind of expectations, which taint reality. You see a morsel of copy you don’t like don’t reject the whole dish. A campaign has many courses. Perhaps there is more to redeem it. Let the presenter finish. Before commenting remember that you are dealing with humans, who, despite any evidence to the contrary, care a great deal about what you think of it and them. Note also that creatives in particular are egomaniacs with inferiority complexes. This comes from a lifetime of being praised and belittled. Speak wisely to us. Be constructive. Not destructive.
I’m delighted to report that today’s presentation was free and clear of any negative energy. Such a blessing.
Presenting work well is a gift. Whether earned through learning or divinely given or, as is usually the case, a combination of both, the ability to get up in front of people and advocate for an idea is never to be taken lightly. We must not be glib about our ideas, nor apologize for them. Speak to strengths, not weaknesses. Shortcomings will be probed, if they exist at all. At the same time, we must not be defensive about our work. This is a common sin among young creatives, almost unavoidable. Take heed. Fighting for one’s work sounds like something we’re supposed to do but it seldom works. Let the person finish his argument. Wait and see if someone else stands up for the idea. If the strategy director, or an account person, has your back it will be worth far more than your complaints. See what the creative director does or doesn’t say. He or she will address most feedback. The good ones always do. Lastly, nervousness is okay. It is not a sign of weakness. Being nervous is a sign of respect: for the material and the audience. Ask any actor about stage fright. They’ll tell you it’s not only natural but something to embrace. Heart pumping. Perspiring. Yes, it’s scary but this is when we are truly alive.
On that day I felt truly alive. While not all of my ideas (and my partners) moved forward, a couple were revered. In addition, I got to see other ideas. Though I wasn’t asked to be a creative director, I am one. Regardless of title, a good creative pays close attention to his peers. She knows viewing other people’s work is always a revelation. If you are schooled by someone have sense enough to learn from it!
If anyone who was in that room today is reading this: Thank you! It was a pleasure and a privilege. It almost always is. I can’t wait to do it again.
