The five stages of advertising

I think it's safe to assume my ad agency creative broheim—and woheim—will immediately recognize these five stages of emotion. While your first thought might understandably be that they're the five stages of grief, they're actually the five stages we all go through while we're pushing the boulder uphill, attempting to get great work out the door.

Truth be told, there's a fine line between advertising and grief. Nah, I'm just messin' with ya. There is no line. It’s basically the same emotional rollercoaster as mourning a loss. While there might be slight variations on the themes from agency to agency, the experience always has a familiar ring to it.

DENIAL.

This happens right at the beginning: the kickoff meeting. They hand out the brief, and after a quick look see the head shaking starts. You're inside voice starts muttering things like “They can’t really want all this in the ad.” “It’s five pounds of shit in a two pound banner.” “This isn’t the real brief, no one would be that stupid.”

Which of course takes us seamlessly into the next stage.

ANGER.

I think Elvis put it best when he said, “Lord a’mighty, I feel my temperature risin’…” Anger kicks in at the precise moment you realize the client wants the ad packed with exactly everything they just told you they wanted in the kick off. And the account people promised it to them before they spoke to you.

If they'd had bagels at the kickoff maybe you'd have been more forgiving. But they had to cut back on the bagel budget because Cannes will be here before you know it. They'll be entering all that work you're shaking your head about. If I were you I wouldn't waste any time working on the acceptance speech.

I may have gotten off topic here.

Anyway, as all this goes running through your inner conversation, you can't help but default to a tactic that has about as much chance of working as a Republican healthcare plan.

BARGAINING.

This happens in the account exec or supe’s office, you know, the “they can’t be serious about this” meeting where you explain there’s no way what they’re asking for will work.

It's a tale as old as time. Once you walk out of that encounter, there's only one thing you'll be feeling.

DEPRESSION.

The account person already promised it to the client, and why don’t you just take a shot at it and see what you can do. And if you’re wondering what it is they’re putting on your shoulders right now, it’s the “Besides, the client isn’t happy with us and it’ll make the agency look bad if we don’t deliver.” weights.

And by agency they mean them.

ACCEPTANCE.

You’re not getting out of it, so you take the shot. Maybe they’ll realize what they’re asking for is awful once they see it. Not likely, but keeping hope alive is all you've got right now. So off you and your partner go, deep sighs and muttering lines like, “Oh well, they’re getting the advertising they deserve.” and my personal favorite, “The checks clear.”

Of course, when this happens enough times and you come to the realization it ain't ever going to change, there's always a sixth stage to keep in mind once you've tried everything else.

HEADHUNTER.

Goodbye Paula

I got a phone call this week I'd been expected for a long time. My friend Paula passed away.

I've written about her twice on this blog, both times about my visits with her at the Alzheimer's facility where she was during her final years (those posts are here and here).

My friends Alison and Michael both called to tell me she'd died. It's funny how sometimes when you see the name on the caller ID you know exactly what the call is going to be.

Timing is everything. In the last couple of weeks, I'd been telling my wife I really needed to go visit Paula. I knew it had been a while, but until I saw the date on those last posts I wrote about her, I didn't realize exactly how long. I'm sorry to say I never made it back to see her.

I wrote in more detail in those other posts about her, so I won't go into too much length about her here. Suffice it to say she was an extraordinary person, one of the best account people I'll ever work with, an unrelenting encourager and a great, great friend.

Sadly I don't have a picture of Paula, but what I do have is every great memory of her in my heart. Having seen her in her advanced stages of Alzheimer's, I can honestly say I'm happy she's been set free, fully restored and at long last reunited with her husband.

I love you Paula. Thank you for being the friend you were. Rest in peace.

With all due respect

It's funny how people who use the phrase "with all due respect" treat it as if it's a get-out-of-jail-free card to tell you to go f#%k yourself.

I overheard a conversation at the agency I'm working at today, and an account person was on the phone saying, "With all due respect, that absolutely is not what we agreed to and I don't know why you think I'd ever agree to something like that."

It may have been her husband. There's no way of knowing.

I do hope it wasn't a client, vendor, new business prospect or freelancer, because thinking a saying gives you carte blanche to insult someone and actually having carte blanche are two different things.

With all due respect, you're a freakin' lamebrain if you think otherwise.

"You want them to what?"

Every good copywriter I know, and I know a lot of good ones, has at one time or another been on the receiving end of the comments I got a couple days ago.

It's not the first time I've heard them. And, sad but true, it won't be the last. It never ceases to amaze me that someone can actually have such a lack of situational awareness that they say them out loud in front of other people.

The comments usually come from an account person, more often than not a junior one (although in my case it was a senior person. The definition of "senior" can range anywhere from surviving the last round of lay-offs to going to the same college as the client's wife).

I presented an ad with a headline I liked a lot. Clever. Unexpected. Something different for the brand, yet still in character.

First, with a straight face, the account person said, "I don't get it."

I'll wait while every copywriter reading this nods their head in recognition.

Fortunately for account people, when a headline's cleared for takeoff over their head, and they don't like the glare of the spotlight for being the only one in the room who doesn't get it, they have a go-to follow up comment they can always take refuge in.

"People might have to think about it for a minute."

Well, we wouldn't want that would we? Thinking bad.

Since this particular shop is an account driven agency, can you guess how the story ends? Of course you can. Since the account person "didn't get it", she generously offered up a suggestion as to how it might read.

Let's just say it wasn't exactly a "why-didn't-I-think-of-that" moment for me.

So she got her way. Thanks to her suggestion, the headline got dumbed down. Way down. But at least she can take comfort in the fact that now there's absolutely no risk of anyone having to think about it.

In fact, there's no risk of anyone reading it.