CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

Most of the people who contribute to this column are entertaining and, at the very least, show human levels of intelligence. The Punter that slipped through the net last week was a notable exception.

Most of the people who contribute to this column are entertaining

and, at the very least, show human levels of intelligence. The Punter

that slipped through the net last week was a notable exception.



He/she gave an interesting definition of account handling - ’the ability

to co-ordinate, prioritise, organise, and eventually lead and inspire’.

Spot on. There’s nothing more inspiring for an agency than a great

administrator. Nothing that impresses clients more than work delivered

on time - regardless of whether it will have any impact on their

business. Organisation is everything.



So, from a graduate of a few years ago, here’s what I’ve learnt: great

advertising occurs by accident, as long as the basic paperwork’s in

order. Great campaigns just happen. Clients never argue with a good

idea, because they’re so good at recognising them themselves.



If that’s what last week’s Punter really thinks, he’ll do well. Probably

somewhere like Saatchi & Saatchi Jamaica, where the weather’s too hot

for arguing, and in the end nothing really matters, except surfing and

cocktails.



Meanwhile, back in London circa 1999, the rest of us will realise that

account handling is a little more complex than juggling paper around a

desk and pouring tea. Organisation’s a good start, but I’d like to think

there’s more.



I’ll agree with one thing. We should broaden the criteria for hiring

graduates. I don’t like the gimps who come down from Oxford and

Cambridge with nothing better to do and no passion for the job. They

give us all a bad name. Better to hire a gyppo with an opinion than a

teflon-Tim.



In truth, we should be hiring people with brains. Think of all the

questions we get asked. When your media people are in the pub, the

creatives in Malibu and your boss is test-driving an Aston, some poor

bugger’s got to answer the phone.



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