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This set of slides illustrated the first session of the HYPE course;
an introduction to account planning, organized by APG Belgium.
This session was about making and giving a strategic presentation.
The session took place on October 12, 2010.
Please keep for personal use only.
Yves Van LandeghemSaatchi & Saatchi Brussels
Tom TheysPublicis Brussels
What’s a planner?
Why a planner?
Cre
ativ
es
BUILDING A PRESENTATION
contentbuilding a presentation
First makeyour point.
DON’T start here
DO start here
Do the Post-It wall
Create structure before you start up you computer
Find the WHO
Buy, try, eat, drink, play, share the product
Stick to the brief.
But put itwhere you think.
Talk to people.
Avoid clichés
The ideal compromise
We are partners
Passionate about xxx
Simply the best taste
formbuilding a presentation
form
bu
ildin
g a
pre
sen
tati
on
software
Does it really matter?
… …
Indispensable presentation
program
Everyprogram has one,
use it.
form
bu
ildin
g a
pre
sen
tati
on
‘Be interesting or be invisible’- Andy Semovitz
Talk sharp.
Or…
Spice it up
Use figures
but use them
wisely
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 fatheror a mother
• It is impossible to tell how many people are affected directlyby the war.
• Post-war trauma can lead to severals of thousands indirect casualties in the years to come.
Or…
VS
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
<
Make it your own personal story.
presencebuilding a presentation
If you hatepresenting, just don’t.
1
Choose yourfab words.
2
A 100 waysto present.
3
Fill the room.
4
BMWSingapore
Guide them
through your story
Pitch Theatre: When It Makes Sense
The green carpet for
COMPO fertilizer
Leave-behinds
5
Stuff worth reading
Happy?
PART III
The Task
WTF?
Make a point.
Present it on December 7
Max 20 minutes
Work in team
ECO
Products
CarsDetergentsFood
Services
RestaurantsClubbing
Initiatives
RegulationsGovernment 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?
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
yourselves
Is the story simple
enough?
Are we making
clear choices?
What’s the
‘change’ we try to achieve?
Good luck!
