To Defend or Condemn the Agency Showreel
The showreel, that two-ish minute video of quick cuts set against a thumping bass track that’s meant to highlight your agency’s best work (sometimes referred to as a sizzle reel, redolent of bad steakhouse advertising) is a new business tool beloved by many agencies.
But not by me. Like the oft-relied on creds deck, I’m not a big fan. Why?
It’s burdened with huge expectations. Agencies imbue their showreels with the power to dazzle and win the hearts and minds of prospects.
Because of that, a lot of time and money is invested in creating them, quite possibly at the expense of other activities that might do a better job at attracting an audience of ideal clients.
And sometimes I see the showreel being deployed as a substitute for interaction and conversation, assuming its flashiness will do a better job of creating an emotional connection (it doesn’t).
It’s most common to find the agency showreel in two places: 1) the website and 2) the credentials presentation. In both cases, the idea is to offer the prospect a colorful introduction and create a positive impression. But is it the best tool for the job?
When a prospect comes to your website, they’re seeking information. If they don’t know your agency yet, then they’re looking to quickly understand who you are and what you do. A two-minute video might seem to fit the bill, but have you ever gotten 15 seconds into a two-minute video only to decide it’s taking too long to get to the point? I have.
If a prospect is already familiar with you, then they’re likely on a mission for specific information—the bio of a key leader they want to learn more about or a case study they liked, maybe from a presentation you gave them, and want to remind themselves of the details. Dwelling is not a high priority—and if a prospect were to dwell, it would be because they were captured by a strong point of view or a new way to solve a problem, not a showreel.
So, I’m not a big fan, but I’m not completely opposed to them either, as long as you’re using them with skill. If you’re thinking about creating a showreel or redoing the one you have, here are a few Dos and Don’ts.
DON’T:
Go for flash over substance. Here’s the thing—studies have shown that while the chaotic and fast cuts typically found in a showreel can increase our attention, they actually decrease our brain’s ability for conscious processing. That struck me as significant because simply grabbing the attention of your prospect isn’t enough! You need to hold it long enough to communicate the message that you’re the right choice for them.
Boast your way into their hearts. The biggest mistake I see agencies make is relying on enthusiastic statements about their best qualities. Words and phrases like innovative, relentless, passionate, fiercely independent, and fully integrated are bandied about with little to back them up and explain how the agency solves problems for clients. The same goes with a litany of boldfaced client names. How does the work output compare for each? Did you do integrated campaigns for all or did that low-budget motion graphic project for a regional meeting allow you to flash the logo for Google?
Confuse with a lack of detail. A big shortcoming of most agency showreels is they don’t provide enough of a story. Your goal may be to show variety, whether it’s a variety of clients or a range of capabilities, but your audience isn’t necessarily interested in knowing that you offer capabilities in PR and broadcast and social and experiential and programmatic… They may truly need all those capabilities but first they want to know you understand their problem and can solve it.
Substitute for strong presentation skills. There are some that believe that throwing a showreel into the mix does wonders for livening up a presentation. I think nothing could do more to undermine any sense of engagement and intimacy you’ve been able to establish. I’m a minimalist when it comes to presentations. If you’re well prepared, you should be enough. If you’re inserting the showreel because you think it will do a better job than you will, you’re treating the symptom and not the disease. Take action to improve your presentation skills.
DO:
Pay off your promise. Use the showreel to reinforce your agency’s value proposition. If you’re not sure what you have is strong enough, then definitely shelve the plan to make a showreel and figure out your agency’s positioning first.
Provide context. Tell micro-stories about the work that’s flashing before their eyes. Communicate why a web page being shown is significant, the role a video clip played in a campaign, or how using high-profile influencers relates back to your strategic approach. Don’t give your viewers a chance to ask themselves, “why should I care about this?”
Put a spotlight on your people. So many agencies stake the claim that “our people make the difference” and yet so few do an adequate job of highlighting the individuals that clock in each day. Seeing a group working together may sound generic or corny but it offers tidbits of useful information that helps prospects form quick impressions about things like team size and diversity, agency culture, and even business viability. Especially for newer or smaller shops, if you show you’re operating out of a well-lit, spacious office, for example, it lends an air of legitimacy.
Use all the elements of video to their advantage. There’s no rule saying you must limit your agency reel to thumping soundtracks and fast-cut visuals of your work. Think about incorporating voice over, text, talking heads and as stated above, your team in action.
So… do I have any examples of good agency showreels?
At this point you might be wondering if I have a stellar example I can share with you and I’m afraid I’m going to disappoint you and say no, but I have valid reasons.
First, so few get it right. In fact, as a research exercise, I did a quick survey of AdAge’s Agency A-List for 2024 to see what the best of the best are doing. Tellingly, a handful on the A-List don’t even have showreels, at least not ones that are easy to find in the public domain. And the ones that do? They’re…fine.
What about you? Do you have a favorite? And why? I’d love to see it.
In the end, I acknowledge that it’s all pretty subjective. What I find ineffective, someone else may see as charming or intriguing. So, I’ll stick to offering my perspective around what I believe works for attracting and engaging prospects and ultimately winning new business for your agency.