THE PRESENTER IS THE TIE-BREAKER
THERE WILL BE TIMES WHEN YOUR WORK AND THEIR WORK ARE EQUALLY GOOD. WHETHER YOU’RE A CREATIVE TEAM COMPETING AGAINST OTHER TEAMS OR A CREATIVE DIRECTOR GOING UP AGAINST OTHER AGENCIES IN A NEW BUSINESS PITCH, THE WORK ALONE WILL NOT BE THE DECIDING FACTOR. IT WILL COME DOWN TO WHO'S MORE ENGAGING AND PERSUASIVE. IN SHORT, WHO'S MORE SKILLED AT SELLING THE WORK.
THE COST OF NOT SELLING WORK
When agencies don’t sell creative work they pay for it in three ways: money, morale and relationship. Reconcepting is expensive. Low morale costs agencies talent. And for every round of work that goes down in flames, the relationship with your client takes another hit. You know where that ends up.