I’ve been creating content (marketing campaigns, apps, websites, etc) for big brands for 11+ years and every single piece of this content had to be presented in a deck. Ironically, no-one thought of the deck as another opportunity to market its content. 99.9% of the focus was on the content itself and only 0.01% on the deck (not surprisingly). But what is a delicious meal served on a dirty plate? Websites, apps, billboards, TV scripts and brand identity, all had to eventually look good in a Keynote, but they didn’t. They were beautiful pieces of work in an ugly frame. Decks were either designed by blurry eyed (caused by overnighters and weekends of rushed pitch prep deliverables) Art Directors / Designers or “designer wanna bes” in the production department (no offense, the work was greatly appreciated, but these are people who’d never even attempt to get a real Design job so they flex their muscle in deck “design”).
Big New York City ad agencies ‘never’ let the client interact with the team doing the work. The gap widens when these poorly informed creative teams spend years on end working in confinement of an office, seldomly getting out to meet the “Target Audience” or to live the “real” life their protagonists experience (aside from a templated theater of strategy and focus group research that promises to save them the unnecessary trouble). In other words, a lot is left to imagination. Most of the work these teams do, having ‘never’ spoken to the client or the consumer directly, is in an asylum of their cubical, often 7 days and nights a week. No wonder brands are disconnected from consumer and function in isolated bubbles of ‘big city thinking’ risking to become increasingly irrelevant, divided and misunderstood.