by John Harne
Why do so many creative professionals in the interactive design and agency business struggle to sell their concepts, executions and creative work to the business decision makers. What are the potential issues of communicating concepts containing emotion and aesthetic content to analytical thinkers. How are some creative professionals able to sell just about anything to their clients. John Harne is the Executive Creative Director for Definition6. With over 20 years of interactive experience he began his career as an artist and animator and has successfully lead several of the largest interactive agencies since 1998. His team recently won Adage Small Agency Campaign of the Year with the viral“Coke Happiness Machine”. His experience with leading creative presentations for a wide variety of media spans identity projects like the WebMD identity to 50 million dollar accounts like Virgin and TheHomeDepot to film projects for TLC and Matchbox20. Just last week he showed a major hotel how his team would transform their brand through creative consumer insights. He credits the win to building part of the concept in an iPad application and handing it to the clients during his pitch. In this presentation he will give concrete and examples of how to pitch ideas to boards to games to campaigns and how to ask for the business. Learn some valuable techniques to understand the prospective client, how to read the room and how important story-telling is in the process of creative presentation.
11th–15th March 2011