'An all icing cake sucks' – How to sell your creative ideas to clients

Have you ever watched a commercial and thought to yourself, "well I could have done better than that"? I do all the time. The amount of epic fails in advertising baffles me, especially when you know how much is spent on media.
Don't worry, The Smink Agency isn't challenging the market anytime soon, even though the name is catchy. Selling a creative idea is however, a part of my everyday at The Drum. It can be as simple as a branded article to as complex as a video series. The best part is that e