6 tips for nailing the presentation of creative concepts

Flash back to fourth grade math. Perhaps it’s not your fondest memory—but you may recall that your teacher wasn’t only interested in the right answer. She or he wanted to see your work.

Similarly, presenting creative concepts to clients is about more than offering solutions. It’s about taking them on a collaborative journey—one that builds trust and demonstrates the passion you have for their success. And unlike the tests you may have taken as a fourth grader, there are likely many “correct” answers to any given creative request, making it absolutely vital that the client not only understand the “what,” but the “why” behind them.

Think about it. If you are a client laying a chunk of your marketing budget on the line for a creative idea, you want to know the rationale behind it. You want to have the work you’re paying for presented in a thoughtful way that draws a distinct line from the art and copy to the problem you’re trying to solve. And you appreciate the opportunity to reciprocate with time-saving, constructive feedback that derives from understanding exactly where your creative team is coming from.