In the eye.

In truth, you’re not just in charge of having ideas.  You’re in charge of selling them, too.  Sometimes that means you have to be the one to say “No, let’s don’t just email it.”  You might need to get on a plane or a train or in the car and place yourself right in front of the client.  Maybe it’s not exactly in the budget, or maybe time is short, but the impression you’ll make by showing up with the idea in hand and giving it the weight of your presence is irreplaceable and invaluable.  It’s a good way to say, without saying it, that “this matters.”
Email gives your idea speed.  But looking them in the eye gives them something more valuable:  you.


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.