'Presenting' is a technical term that refers to how baboons display themselves
for copulation purposes. It is not what this post is about.
I've always thought it strange that creatives do the presenting.
An agency hires creatives to come up with new and lateral ideas. Hence, creatives think differently to most people. They might be a bit weird. Maybe introverted.
Meanwhile, the agency hires account handlers to manage the client relationship. They normally have great people-skills, and will typically be confident and charming.
So who does the agency ask to stand up and present to clients? That's right. Not the confident and charming ones, but the weird shy ones.
I once wrote a post about
But... I think I've changed my mind now.
I still think account handlers would do a better job of the actual presenting. But the current set-up makes for a more harmonious atmosphere within the agency. Back in the old days, when account handlers still presented the work, the creatives would be furious with them if it didn't get sold. Even if the client had bought the work, but been so bold as to request
changes... the creatives would react as if they were proposing to graffiti a Picasso. Now, not so much. We're all in the same room. We're all on the same side. We're all motivated to solve the client's problem. And that can only be a good thing.