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About Sean Trapani
Expertise
I am a professor of advertising at the nation's largest art and design school. I teach general advertising courses, copywriting and brand theory.

Experience
I have 15+ years ad agency experience as a copywriter and creative director. My experience covers general agency work, such as consumer print and broadcast, as well as specialized communications such as directory advertising, recruitment advertising and employee communications. My work has received dozens of awards, including ADDYs, Silver Microphones, Tellys and others.

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Advertising - presentations

Expert: Sean Trapani - 10/27/2009

Question
Hi. At an ad agency, who presents a completed project to a client? Is it the creative director or the art director? Thanks

Answer
Danielle,

Every agency is different. In some, this is a job for the creative director. In others - especially smaller shops - the copywriter and art director (who came up with the ideas) may be permitted to interact directly with the client.

In some shops, the account executives will present the work. In fact, that's how it used to be done nearly exclusively back in the days of "Mad Men." However, ever since people like Bill Berbach and Howard Gossage, the creative folks have taken a larger role in the presentation of their ideas.

ST

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