Warm memories of Bill Backer, one of the great creative talents in the ad biz who passed away this week. Steve remembers the time he went to present some new creative to Bill. He came into Backer’s office, sat down and started his pre-sell pitch: “I’ve got some great stuff here, Bill,” he said. “I think it’s terrific.” At which point Backer drolly replied in his most Southern drawl, “Well of course you do. That’s like a cow grading its own milk.” How do you pre-sell your work?