My agency has a pretty good account team. Sure, there are a few of the classic account no-hopers in our ranks, the kind skewered by Why Advertising Sucks, the kind who don’t understand that they are supposed to bring more to the table than specs and timing. That ad execs can, nay, should think as well as type things into Excel and PowerPoint.
But I think that they will all get fired soon…and my agency will be a wonderful fairy land of great work on exciting projects with smart people.
I digress. I really want to complain about creatives.
The main issue I had today was art directors unwilling to help me get some layouts out. I know, I know, it was not the most exciting work. Actually, it kind of sucked as it required taking our outdoor campaign and translating into some in-store pieces. You know, the fun stuff like dump bins and shelf talkers. Still, it had to be done. But Sally One-Project, the no-brain Italian art director whose idea of a hard day of work is one where she leaves at five-thirty but cuts short her usual two hour lunch (and complains about it all afternoon), couldn’t possibly spare any time. Today, the two hour lunch was too important. And Kelly New Hire just found out what a slug is and would struggle to design her way out of a kindergarten art class anyway. And the rest, well, some had actual work to do and others might have…I was so dispirited after the first two blow-offs that I just did it myself…and by “did it” I mean that I am still here and might be for the rest of the night.
The good news is that I am working on something fun tomorrow. The bad news is that the brief I got says the tone should be the “Brand X wink and a smile.” Hmm, is that like the “wink and a smile” you asked for on Brand Y? Or is it more like the “wink and a smile” we are asked to use for Brand Z?
By tomorrow the account team will be right in my line of fire.