Date post: | 03-Jul-2015 |
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Yves Van LandeghemSaatchi & Saatchi Brussels
Tom TheysPublicis Brussels
What’s a planner?
Why a planner?
Cre
ati
ve
s
BUILDING A PRESENTATION
contentbuilding a presentation
First make
your point.your point.
DON’T start here
DO
start start
here
Do the
Post-It wallPost-It wall
Create structure before you start
up you computer
Find the WHOFind the WHO
Buy, try, eat,
drink, play,
share the share the
product
Stick to the brief.
But put itBut put it
where you think.
Talk to people.Talk to people.
Avoid clichésAvoid clichés
The ideal compromiseThe ideal compromise
We are partnersWe are partners
Passionate about xxxPassionate about xxx
Simply the best tasteSimply the best taste
formbuilding a presentation
form p
rese
nta
tio
n
form
bu
ild
ing
a p
rese
nta
tio
n
software
Does it really matter?
… …
Indispensable
presentationpresentation
program
Every
program
has one, has one,
use it.
form p
rese
nta
tio
n
form
bu
ild
ing
a p
rese
nta
tio
n
‘Be interesting or be ‘Be interesting or be
invisible’- Andy Semovitz
Talk sharp.Talk sharp.
Or…Or…
Spice it upSpice it up
Use figures
but use but use
them
wisely
Use pictures.Use pictures.
War comes at great loss
• 107,152 civilian deaths as a result of the Iraqi conflict
• 4.404 American military forces have died on the battlefield
• Many of which leaving their families behind without a father
or a motheror a mother
• It is impossible to tell how many people are affected directly
by the war.
• Post-war trauma can lead to severals of thousands indirect
casualties in the years to come.
Or…Or…
VSVS
It does depend on the picture though…
A picture says more
than 1000 words.
Video has 25/sec.
campaign briefing
This campaign should do for digital TV what this did for VCR
NESCAFÉ. La alegría está a tu alcance
YOUR
POINT<
POINT<
Make it your own
personal story.personal story.
presencebuilding a presentation
If you hate
presenting,
1
presenting,
just don’t.
Choose your
fab words.
2
fab words.
A 100 ways
to present.
3
to present.
Fill the room.
4
Fill the room.
Guide them
through your story
BMWSingapore
Pitch Theatre:
When It Makes SenseWhen It Makes Sense
The green carpet for
COMPO fertilizerCOMPO fertilizer
Leave-
behinds
5
behinds
Stuff worth reading
Happy?Happy?
PART III
The Task
WTF?
Make a point.
Present it on December 7
Max 20 minutes
Work in team
ECO
Products
Cars
Detergents
Food
Services
RestaurantsECO Restaurants
Clubbing
Initiatives
Regulations
Government initiatives
…
Pick one, then come up with a story for the
chosen brand/service/issue:
Objective:
When would you be happy with the results?
Problem/Issue:
Why aren’t we achieving these today?Why aren’t we achieving these today?
Insight:
What’s the target group?
What do we know about them that helps us to
defy the issue?
Creative challenge:
What do ideas need to make happen?
The end result:
An attractive place for creatives to start from
Questions to
ask
yourselvesyourselves
Is the story
simple
enough?
Are we
making
clear clear
choices?
What’s
the
‘change’ ‘change’
we try to
achieve?
Good luck!Good luck!