Selling it in.

Once more I hasten to add that the work before you is not a personal art project which will live on its creative brilliance.  You have to be able to show the value to the client.  It’s just not apparent to anyone but you.  You have to sell it.   Noodle out why you believe this idea is powerful, from the client’s perspective.  If you’re not at the table and your work is lost in a pile of fodder, be sure somebody knows why yours is more than just filler.  Sell it to the creative director, at least, so he knows you’re not just a disposable punk.  Then work like hell for the day when you get to make the decision about what work will be presented.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.  David Ogilvy


David Fowler is a writer and executive creative director in New York.
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