So, here's the thing: it's not all about the work. Not for suits. It really isn't.
I'm not trying to suggest for a second that the work doesn't matter - of course it does. Agencies can't become great without making SOME great work, but I'm not talking about agencies here - I'm talking about suits.
See, when I or anyone else interviews you, I'm not that interested in your portfolio. Fact is, you don't have a portfolio. Because you didn't make (the work). You helped make it happen, and if you're worth your salt it'll be better than it would have been had you not been there, but you didn't write it. You're a suit. Not a creative.
It's obviously great to be involved with great creative. But - and here's the deal - I'm much more interested in how you managed to get the campaign on air than I am in how many awards it won.
To take an example: the Vauxhall Corsa "C.M.O.N" campaign. The campaign sold a huge amount of cars across Europe and an even larger number of pieces of merchandise. It did not, however, trouble the jurors at Cannes, D&AD or the BTAAs. But I'd argue that the experience of working on that campaign as a suit is worth so much more than working on an award-winning ad in an already established campaign.
I know the pain involved in getting that campaign to air. I know how many rounds of pan-European research it had to go through. I know how many safer campaigns from competing agencies it had to beat.
Anyway - you get my point. It's great that you worked on "gorilla" or "balls" or "cog" or whatever - you (and your mum) must be very proud. But you're a suit - there's a reason your name's not on the award. Or even in the new work bit of Campaign. Because when you're a suit, the work and experience involved in seeing the campaign through is worth so much more than the awards that campaign garners.
- Time for advertising to fight back
It's time to say goodbye to the noughties, a decade in which advertising has been knocked about like a slow heavyweight with a dodgy guard.
Over the past ten years, advertising has been made to feel increasingly bad about itself by commentators, digital evangelists, and even its own, as a generation of self-loathing creatives, ashamed of their craft, have become creative directors and passed their distaste for the business of selling to a new generation.
It's time for advertising to shake off the negativity and be proud again of what it can do.
Really good advertising can make businesses a friendly visitor into people's lives, not a rude interruption. With careful consideration of messages we can be helpful and relevant, not annoying or an obstruction.
We're at a time when the economy, and society in general, is desperate for something to help it climb out of this recession and period of gloom.
The opportunity is there for us to make the next ten years a decade when advertising gets proudly back on its feet and fights back with energy and creativity, using techniques and technologies both established and new. We can help propel business into a new time of success, and play our part in creating an upbeat and prosperous decade.