Caution: Rant Ahead

Posted on January 20, 2010

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I don’t normally update blogs from work, but the last 24 hours have been a real pain in the ass. I guess you could describe it is one of the everyday events in advertising around the world. The process given below, I’m sure has been repeated millions of times in hundreds of agencies. What might vary are the details.

  • A client makes a convoluted brief, gives the creative agency no unique selling proposition to work with, wishes to sell the creative to its own business associates rather than the target audience.
  • The agency sees the flaw in this planning, develops slides upon slides of relevant data to support their own strategy, and even takes time to track competition.
  • The client agrees half-halfheartedly to the suggests made by the agency, and gives them ‘creative liberty’ to go forward with their ideas. The brief is there is no brief.
  • The creative, with a lot of enthusiasm, copious amounts of coffee/alcohol sets about making close to 15 posters in one night to display their ideas. Both copy and art spend close to 17 hours to perform this, in an 8-hour work day.
  • The client’s meeting to review the creative goes unexpectedly (or expectedly if you’ve worked in advertising long enough) bad. In a nutshell, they’re shocked that you could possibly think you have ‘creative liberty.’
  • You go back to the drawing board for a follow up presentation of ideas, the following day.
  • Rinse repeat.

It’s days like these get me down really. All one needs is a little bit of mutual respect.

Loads has happened, but I’m really not in the mood right now to go over it all. Will update with more exciting stuff this week. Scout’s Honour.

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