On another website, a Chief Marketing Officer was saying that he hates the 'ta-da' moment, when an agency does the big reveal of their new campaign.
So... why do we do it?
If we scrapped it, we would certainly save time and money. A 'big' presentation takes a day or two days of studio resource, plus the cost of the materials, which pretty much all ends up being wasted.
And it would save stress. There's always a late night or two putting that ta-da together. And the big build-up to the reveal can create big anxiety; if you haven't cracked it, it's a disaster.
I also wonder whether it's harder for clients to give honest feedback in that kind of session. The agency have clearly been to such a huge effort, and (hopefully) show such passion in presenting it, that human nature surely dictates at least a little positivity, even if none is warranted.
Yes, the passion and presenting skills of the agency can sometimes get a client excited, even over-excited. But is that necessarily a good thing? It's like when you go shopping - sometimes the pumping music and the gushing enthusiasm of the sales staff gets you buying something that you later realise doesn't suit you, and nobody wins.
So what's the alternative - emailing the work?
We could theoretically give clients an email update every 24 hours.And the advantage of this method is that we wouldn't go for any longer than 24 hours on the wrong track.
But it seems a bit of a shame.
As a CD, I'm a buyer of ideas myself, and I know from experience I'm much more likely to respond positively to something if the team is there to bring it to life in front of me, rather than just sending it via email. Also an idea is much more likely to grow and evolve, in a face-to-face session.
So call me crazy, but how about if we deployed some technology to help? Like a Google Hangout?
I'm proposing what I modestly suggest we henceforward call the 'Veksner Triple-Screen Method'. You divide the screen into 3. On the left, the brief. On the right, the work. And in the middle, the face(s) of the people you are talking to.
What do you think?
Or are you a fan of 'ta-da'?