By Published On: June 2, 2015

This is to serve as a quick tip on presenting or receiving creative, especially when it pertains to something as sensitive and personal to people as branding and identity.

Agency folks should build in some time after presenting initial visuals and creative rationale to leave the room, allowing the client team to candidly discuss amongst themselves what they’ve just been shown. This provides a forum for a free flow of thought and critique without the worry of harming the pride of the “authors”.

Clearly, this can also happen after the fact when the agency leaves. There is, however, critical value to be gleaned from initial reactions and as they say, you only get one chance to make a first impression. It’s important not to waste the opportunity to gauge these reactions as quickly and transparently as possible.

Assessing branding and identity creative is a tricky task. Allowing clients to live with it alone initially for a bit gives them some room to breathe and judge the assets more impartially.

-Fred

About the Author: cat-tonic

cat-tonic
Born of curiosity and enthusiasm, we’re a scrappy group of smart, passionate marketers who work hard and play hard. We show up every day and fight for our clients who are making the world a better place. We listen with curiosity, explore deeply, ask hard questions, and sometimes put forth ideas that might make you squirm. Because we believe the status quo is good for growing mold but not much else. The way we see it, change is the way forward and the magic happens when curiosity, math, science, instinct, and talent intersect.
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