This is a presentation I gave at a WARC conference the other day.

I've added some extra text, so hopefully it should communicate without me talking it through.

The goal was to give Clients, Planners and Agency managers some tips on how to get more out of Creatives, by means of an analogy that I hoped would help them understand us better, and would suggest some different behaviours in how they deal with us.

The analogy is that Creatives are a bit like children - both in the positives (curious, imaginative, playful) and the occasional challenges (sulky, fussy etc).

Let me know what you think, and then I can tweak the presentation... should anyone be foolish enough to ask me to do another.

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