agency creds deck design

Creating a killer agency creds deck

Creating a killer agency creds deck is about more than just showcasing your client case studies; it’s about encapsulating the essence of your brand, the brilliance/unique personality of your team, and the results you achieve for your clients. Before jumping into the how-to, let’s start here – what exactly is a creds deck, and why is it such an important tool for agencies today?

A creds deck, short for ‘credentials deck’, is essentially a visual presentation that digital and creative agencies use to introduce themselves to potential clients, partners, or during pitches. Think of it as your agency’s resume, but much more dynamic and engaging. It’s a visual and textual representation of your agency’s identity, capabilities, achievements, and what sets you apart from the competition.

If you are an agency in your first few years, this might be one of the most important documents you produce in your hunt for new business and to make connections

The importance of a creds deck cannot be overstated. In the fast-paced world of marketing and advertising, first impressions matter. Don’t we know it! A well-crafted creds deck serves as a powerful introduction, enabling you to effectively communicate your agency’s unique value proposition. It’s not just about what you do; it’s about how you do it differently and better. Whether you’re trying to win new business, form strategic partnerships, or simply elevate your agency’s profile, a compelling creds deck is your foot in the door.

In a landscape where differentiation is key, your creds deck is an invaluable asset. It allows you to narrate your agency’s story, highlight your successes, and showcase the creativity and innovation that drive your work. But how do you create a creds deck that captivates and convinces? Stay tuned as we dive deeper into the elements that make a creds deck not just good, but killer.

creds deck

5 must haves for a killer agency creds deck 

 1.Your Brand Narrative

Start with a compelling narrative that sums up your agency’s ethos, culture, and journey. This isn’t just about the services you offer; it’s about telling the story of who you are, your mission, and why you do what you do. A strong brand narrative in your agency creds deck helps build an emotional connection with your audience, making your agency more memorable.

2. Your Agency Value Proposition

Clearly state what sets your agency apart from others. This could be your innovative approach, unique services, specialised expertise, or even your team’s creativity and problem-solving skills. Your value proposition should answer the question, “Why should a client choose us over the competition?”

3. Your work/case studies

 A selection of your best work demonstrates your capabilities and success stories. Include case studies that highlight your strategies, execution, and results. Be sure to showcase a variety of projects to demonstrate the breadth and depth of your expertise. Visuals play a key role here, so use high-quality images, videos, or animations to make your work stand out.

4. Client Testimonials and Successes

 Nothing speaks louder than the praise of happy clients and tangible results. Include testimonials from clients to add credibility and trustworthiness to your agency. Use logos! Success metrics, such as increased brand awareness, growth in sales, or improved customer engagement, provide concrete evidence of your effectiveness and can significantly bolster your case.

5. Agency Services

Clearly outline the range of services you offer, but go beyond just a list. For each service, provide context on how you excel in that area and the value it brings to your clients. This section should reflect your agency’s capabilities across various disciplines, whether it’s branding, digital marketing, creative design, or strategic planning, and illustrate how these services integrate to provide comprehensive solutions.

3 things to avoid in your agency creds deck

1. Don’t Make It Too Long 

A creds deck that drags on can lose the audience’s attention and interest. Aim for conciseness and impact. Your goal is to engage and intrigue, not overwhelm. Every slide should serve a purpose and add value to the narrative you’re creating. If information doesn’t directly support your main message or showcase your agency’s capabilities, consider leaving it out. Remember, your creds deck is an appetizer, not the main course; it’s about sparking interest and opening doors to deeper conversations.

2. Stick to Key Numbers and Direct Statements

Avoid the temptation to include every statistic or accomplishment. Overloading your deck with too much data can be counterproductive. Instead, focus on the most compelling metrics that demonstrate your agency’s success and efficiency. Use direct, straightforward language that’s easy to understand. This ensures that your audience can quickly grasp the significance of your achievements without getting bogged down in unnecessary details.

3. Stay Focused on One Message

It’s tempting to try and show off every aspect of your agency’s work, but scattering your focus can dilute your overall message. Decide on the core message you want to convey — whether it’s your innovative approach, your creative prowess, or your unmatched results — and ensure every part of your creds deck supports that narrative. This singular focus helps potential clients understand exactly what makes your agency unique and why they should choose you over competitors.

canva creds deck

Should i have multiple creds decks for my agency specialist areas?

Adopting multiple agency creds decks tailored to your agency’s specialist areas can significantly elevate your pitches by showcasing your depth of expertise and your commitment to delivering bespoke solutions. Tailored decks allow you to highlight relevant work, demonstrate a keen understanding of the client’s unique challenges, and communicate efficiently, making your proposals more compelling and targeted. This strategic approach not only underscores your agency’s versatility and expertise but also positions you as the best choice for clients seeking specialised, expert solutions in a competitive market.

5 tools to help you create a killer creds deck for your agency 

Canva: Canva is a user-friendly graphic design tool that offers a vast collection of templates, including presentations. Its drag-and-drop interface makes it easy to create visually appealing creds decks with professional layouts.

Adobe Creative Cloud : For agencies looking for more advanced design capabilities, Adobe Creative Cloud provides a comprehensive suite of applications, including Photoshop, Illustrator, and InDesign, offering unparalleled control over every design element.

Prezi: Prezi offers a dynamic alternative to traditional slide-based presentations. Its zoomable canvas allows you to create more engaging and interactive creds decks that can captivate your audience with a narrative flow.

Microsoft PowerPoint : A classic tool for creating presentations, PowerPoint is versatile and widely used. It features a range of templates, design options, and the ability to incorporate multimedia, making it suitable for crafting detailed and professional creds decks.

Google Slides  :Google Slides is a free, web-based presentation tool that facilitates collaboration. It’s ideal for agencies that work remotely or in teams, offering real-time editing, commenting, and seamless integration with other Google Workspace tools.


Beth Hellowell
Founder of Women in Agencies and co-founder of Signify Digital. Mother, social media scroller and frequent pasta eater.