Initially a campaign plan is defined – developing the strongest strategies, and detailing the concept – and a plan for art direction and execution is set out. Ideas are presented in-house (using scamps and mock-ups) and adjustments are made, with graphic specialists employed to tidy the presentation. The agency’s project team puts a detailed presentation plan together. This is followed by the external (client) presentation for which key ideas are polished (with external graphic design expertise) to presentation level. By this point graphic software such as FreeHand or Illustrator and photo manipulation tools such as Photoshop will play a vital part in the process. Clients are usually presented with a central campaign plan and a series of alternatives, so that a final direction can be agreed and signed off by the client