You break it you own it. Again.

Earlier in the evening, when I was much more awake, I was in the mood to write a new blogpost tonight. But that was then and this is now. Nonetheless I didn't want you to go to sleep without a little reading material, so I'm revisiting this little number from a couple years ago. It holds up pretty well. See if you agree.

Now that we're in the hopefully soon-to-be-ending era of the shithole president, it seems every media outlet—or fake news organization as he likes to slander them—is lousy with Breaking News stories almost every minute of every day.

Not that some of them aren't legit, what with the liar-in-chief committing several impeachable crimes and saying (or tweeting) monumentally stupid, ignorant, racist, misogynist, homophobic, climate change denying, lies, uninformed and just plain wrong things minute-by-minute on a daily basis.

But in reality, a lot of the Breaking News is just an attention getting graphic to induce us to stay tuned for not necessarily new information on ongoing stories, reports and rumors that haven't been confirmed or profiles that aren't so much breaking as being updated.

All of which got me thinking (eventually something had to) about what would actually constitute Breaking News in advertising agencies.

Client only wants to see one idea.

Breaking with tradition, a major automotive client today asked the agency to only present one idea for the global branding campaign. "We don't know what you guys are doing all day, but we have work to do. No one has time to sit through three hours of storyboards and ripomatics on ideas your creative director 'Just couldn't let go.' Show us the one and get on with it."

ManifestNO

For a recent new business pitch, none of the agency copywriters were asked to work on a manifesto. Not by the creative director. Not by the account director. Not by the general manager, although he may have tried. Cell reception is bad from the golf course.

Instead of a lofty, cleverly worded, Jeff Bridges, Alec Baldwin or Peter Coyote sound-a-like voiced statement about what the product is, means and how it impacts the world and all who come in contact with it, the unexpected decision was made to just roll the dice and show up with good work.

No insights

In what witnesses called a startling admission and an unintentional moment of truth, the agency revealed it has absolutely no insights. None. Gerard Pennysworth, Vice President of Knit Caps, Ironic T-Shirts and Global Strategic Planning was quoted as saying, "Your guess is as good as mine. I don't know why the hell anyone does what they do."

Agency gives team enough time

Used to only having 15-minute coffee breaks to create global branding campaigns, yesterday a creative team was told they'd have three weeks to come up with a single television spot. When told they were in fact not the subjects of a cruel joke, the team went into shock and required immediate medical attention.

Buzzwords not allowed

Several account people were let go today for violating the recently instituted "no buzzwords or phrases" rule. When asked if perhaps the punishment was a bit too severe, Director of Human Services and People Management Kathleen Laytoff replied, "It's always difficult to let people go, but net-net at the end of the day, they just 'laddered up' once too often."

You break it you own it

Now that we're in the hopefully soon-to-be-ending era of the shithole president, it seems every media outlet—or fake news organization as he likes to slander them—is lousy with Breaking News stories almost every minute of every day.

Not that some of them aren't legit, what with the liar-in-chief committing several impeachable crimes and saying (or tweeting) monumentally stupid, ignorant, racist, misogynist, homophobic, climate change denying, lies, uninformed and just plain wrong things minute-by-minute on a daily basis.

But in reality, a lot of the Breaking News is just an attention getting graphic to induce us to stay tuned for not necessarily new information on ongoing stories, reports and rumors that haven't been confirmed or profiles that aren't so much breaking as being updated.

All of which got me thinking (eventually something had to) about what would actually constitute Breaking News in advertising agencies.

Client only wants to see one idea.

Breaking with tradition, a major automotive client today asked the agency to only present one idea for the global branding campaign. "We don't know what you guys are doing all day, but we have work to do. No one has time to sit through three hours of storyboards and ripomatics on ideas your creative director 'Just couldn't let go.' Show us the one and get on with it."

ManifestNO

For a recent new business pitch, none of the agency copywriters were asked to work on a manifesto. Not by the creative director. Not by the account director. Not by the general manager, although he may have tried. Cell reception is bad from the golf course.

Instead of a lofty, cleverly worded, Jeff Bridges, Alec Baldwin or Peter Coyote sound-a-like voiced statement about what the product is, means and how it impacts the world and all who come in contact with it, the unexpected decision was made to just roll the dice and show up with good work.

No insights

In what witnesses called a startling admission and an unintentional moment of truth, the agency revealed it has absolutely no insights. None. Gerard Pennysworth, Vice President of Knit Caps, Ironic T-Shirts and Global Strategic Planning was quoted as saying, "Your guess is as good as mine. I don't know why the hell anyone does what they do."

Agency gives team enough time

Used to only having 15-minute coffee breaks to create global branding campaigns, yesterday a creative team was told they'd have three weeks to come up with a single television spot. When told they were in fact not the subjects of a cruel joke, the team went into shock and required immediate medical attention.

Buzzwords not allowed

Several account people were let go today for violating the recently instituted "no buzzwords or phrases" rule. When asked if perhaps the punishment was a bit too severe, Director of Human Services and People Management Kathleen Laytoff replied, "It's always difficult to let people go, but net-net at the end of the day, they just 'laddered up' once too often."

Round here

You may have noticed I haven't written a new post in a while (undisciplined).

And frankly, there have been a lot of reasons for that (laziness).

I've been unbelievably busy with work (couch potato). I've had family obligations (binge watching). I've been concentrating on other projects (lotto tickets).

But I did want to take a few minutes out of my busy schedule (napping) to do something I have never done before—offer a bit of advice to my fellow blogger and swing dance instructor Rich Siegel over at Round Seventeen.

Now, normally I don't make it my business to tell anyone else how to do theirs. I don't give other parents advice on how to raise their kids, although God knows with the devil spawn some of them have unleashed on the planet they could use it. I don't offer relationship advice, even though I know the secret to a long and trouble-free relationship most married men find out soon enough involves two words: Yes dear.

But since Rich is a friend of mine, I want the best for him and his blog because, and I think if you're followed me for any length of time and gotten past the crippling disappointment, you know I'm a giver.

So here's the advice: It's time to change the name of your blog. Not that Round Seventeen isn't a fine name, but based on my personal experience as of late, I don't think it's an accurate one anymore.

I can't remember the last time copy got routed less than seventeen times. For starters, once I've used up the entire three to four hours I get to craft a compelling brand story people will relate to, find humor in and want to know more about, it first has to get routed through several of what I like to euphemistically call layers.

The account team.

Strategy.

Account planner.

Product specialist.

Legal.

Associate creative director.

Group creative director.

Proofreading.

Executive creative director.

The cleaning lady on three.

And, if I'm lucky, then it finally makes its way to the client.

That's ten stops it has to make before it gets out the door. And if any of those people have a change, suggestion, idea, whim, opinion, thinks something's missing, thinks something else should be included, forwards a suggestion (mandatory) from the client or just. doesn't. get. it., then, as if I'd written it on a boomerang, it comes back to me for revisions.

After they're made, some well-meaning, highly intelligent, over-worked, underpaid and incredibly organized project manager gets to route it through all those people again. And again. And again.

Every time an "and" gets added. A "the" needs to be included. Disclaimers have to be changed (as if anyone reads them-thanks legal). Something gets underlined. A word gets bolded. An accolade gets deleted. Whatever the change, the copy suits up and does another lap.

By the time it gets back to me to sign off on, we're on round twenty eight. At least. Of course, as any writer in an agency will tell you, it'd be great if it stopped at twenty-eight. But sadly, predictably, it doesn't.

What people don't know about advertising is it's a lot like Groundhog's Day—the same assignments keep coming back over and over until the powers that be decide it's been watered down, legalesed and tamed enough to make it out the door to the client for their changes. I mean approval.

Now, I don't want you to get the wrong idea. And as I read this over, I see that would be easy to do. Great work, classic advertising, the kind you remember and talk about for years—I'm looking at you Apple 1984 spot—doesn't happen the first time out. I'm fairly certain anything good I've done and I'm proud of took plenty of victory laps around the agency before it saw the light of day. So I do realize in some cases, this painstaking and often frustrating process has its upside.

Anyway Rich, you don't have to do it today, but you probably want to think about a more realistic number for the old blog title. Of course I suppose it's possible a writer of your caliber may not have to go more than seventeen rounds.

And if that's the case, just forget I said anything.

Think inside the box

What do Jeopardy, Angry Birds, Star Wars, Sports Illustrated, Jeff Foxworthy, Mr. Rogers and the Dali Lama all have in common? Besides being mentioned in an internationally loved, critically acclaimed, extremely prestigious blog? The answer is they all have box calendars.

And they're not alone.

The other day I was killing time in Barnes & Noble while the wife and daughter were shopping in Ulta. I would've gone with them, but they don't carry the foundation or blush color I use. And besides, I think we all know I'm beautiful enough as it is. Anyway, I was shocked, shocked I tell you, to see that virtually every book title, sitcom, dog breed, video game, celebrity, magazine, website, car manufacturer and radio talk show host has a box calendar.

Apparently there's so much wisdom out in the world the holiday shopping public doesn't know about, it takes 365 days to dispense it all—one day at a time.

I imagine these bright, little squares make great stocking stuffers, not to mention secret Santa presents and gifts for people you really don't want to spend anything on, but feel like you should give them something. Whatever the reason, they take up two of the large tables at Barnes & Noble, so they must be selling just fine.

As I was perusing the vast assortment of them, the thought struck me that I'm overflowing with words of wisdom my own self, and I'm pretty sure I could stretch them out to fill up 365 days worth. So I'm going to do something I rarely do here—I'm going to make a promise to you. Because I know you'll want it, and more importantly you'll buy it, I'm going to start working on my own box calendar, and have it ready to go just in time for next year's holiday shopping season. I know, right?

And unlike my diet, unfinished screenplay, accordion lessons, sticking to a budget or my high school girlfriend, I actually intend to follow through on this promise to you dear reader(s).

First of all, it seems fairly easy to me. And if you know anything about me, you know I'm all about easy. Next, judging by the back of these box calendars that show a sample of what's inside, it looks like a lot of white space with very few words. If you've read this blog for any amount of time, you already know the less I write the better I am. In fact, the better we all are. Also, I have plenty of art director friends I can call on to design the colorful, whimsical, eye-catching box for whatever subject I decide to focus on.

Will it be a distilled rehashing of the most popular Rotation and Balance posts? A searing, snarky, advertising buzzword-a-day calendar? A skewering posting of the things account planners say day to day (you know, a comedy calendar)? It might just be daily pictures of my German Shepherd, which sounds really appealing because that means I don't have to write anything (about easy, remember?).

I guess we'll all have to wait until next year to find out.

Until then, I recommend the Keep Calm And Carry On box calendar to hold you over.

Headline story

Every copywriter has one. A headline they want to use, wish they'd used or are waiting to use. Usually these headlines, often never presented or sold, do nothing more than amuse the writer to no end. But here's the deal. If you work in an agency owned by a holding company (almost all are), with knit-capped, British-accented account planners droning on about consumer insights ("they want to 'engage' with the product - is social here?"), where every third word in kick-off meetings is disruption, then sometimes a good laugh is all you can hope for.

At one of the many agencies I work at fairly frequently that has a Japanese car account and is near a mall (no, not that one- the other one), I went out to lunch with a couple of my fellow copywriters. We went to this sushi place I can never remember the name of. It's one of two sushi places we lunch at. There's gas station sushi, the restaurant in the strip mall behind the Arco station with no parking, then there's the expensive sushi place in the industrial park with lots of parking. Who needs names? The expensive sushi place is where we were when this exchange took place.

The three of us wound up in a discussion of headlines we've always wanted to use. We all tossed out ones we'd thought of, and then my copywriter friend Victoria had one that still makes me laugh just thinking about it.

"What's wrong with you?" I almost did a spit-take.

I know, onscreen it probably doesn't come off that funny, and you did have to be there because ninety-percent of it was the way she delivered it. Without missing a beat, and with that annoyed I'm-asking-you-honestly-because-I-can't-figure-out-what-the-hell-you're doing-or-saying tone of voice. Plus the fact it just struck me as a perfect line for any client or product.

I don't usually invite my readers (pauses to laugh for imagining this blog has readers) to chime in, but I'd love to know some headlines you've always wanted to use. Post them here in the comments, or on my Facebook page where you probably linked from.

Just to make it interesting, when I get a good number of lines - assuming I get any - I'll put 'em to a vote. The writer whose headline gets the most votes wins a free lunch at the expensive sushi place with the good parking.

It's not like you were going to be using them anyway. So dust 'em off and send 'em in. If you don't, it means Victoria's going to be enjoying another sushi lunch.

And I'll be sitting here waiting to ask you one question.

Ghostwriter

The wide and raging river of taglines, headlines, subheads, subject lines, pre-headers, bold lead-ins, body copy, banner ads, manifestos, landing pages, social media posts, positioning statements and concept write-ups seems to flow on endlessly no matter which ad agency I happen to find myself at.

This of course is an excellent situation for a freelancer, because when the river dries up so does the bank account.

But as any copywriter will tell you, occasionally you have to deal with a bout of what real writer’s who aren’t creating a legacy of garbage (Legacy Of Garbage ©Janice MacLeod) refer to as writer’s block. For whatever reason, sometimes the words that make America buy just aren’t there when you need them.

Which is fine if you’re writing a snarky little blog only nine people read, and then only when reruns of the Bachelorette aren’t on. But when you’re a hired gun up against a deadline, there are no excuses. If the words aren’t there you have to go out and find them.

Fortunately I know just where to look. To my son James.

They say the apple doesn’t fall far from the tree. But I don’t have an apple tree, because it attracts rats to the backyard and I have a black thumb and would probably kill it anyway. And who wants to eat apples that fall off a rat-infested tree into the dirt. There’s not enough Dawn and Brillo to get them clean enough for me to eat. Don't get me started on the worms.

I may have wandered off track here.

My son is a great writer. He's unburdened by strategy briefs, client concerns, nervous account people, award-whore creative directors, account planners whispering sweet nothing in his ear – and I do mean nothing. He just likes to make up fun lines. So on those rare occasions when I need to get a fresh, untarnished perspective because my brain has gone into vapor lock, I just give him a call and tell him what I need.

Give me some car headlines that talk about performance. Knock out a few lines for this video game. I need something for a hotel in half an hour.

He always delivers.

I'd like to think he gets his writing talent from my side of the family, but I think it's just who he is. Screenwriting major, hello? This is a kid who's not afraid of throwing it out there and seeing what happens.

So, to the agencies I work for now, and will in the future, rest assured that when it comes to writing copy for your prestigious clients, and even your lesser ones, I'm going to give it everything I've got. Including my first born.

T'was the night before Christmas - Revision 6

If this post looks familiar, you have a fine memory. I posted it exactly one year ago today. I guess the fact I'm reposting it again here would be considered re-gifting. You're welcome.

Anyway, many people have asked me to post it again this year. Okay, not many but a few. And by a few I mean my wife. Alright, none. C'mon, it's Christmas Eve. I've got things to do, and coming up with a brand new post just wasn't on the list. Does that make me naughty? Guess I'll find out tomorrow morning.

In the meantime, please to enjoy. And the very merriest Christmas to you and yours.

‘Twas the night before Christmas in the agency halls
Not a planner was stirring, there were no client calls
The glasses were hung by the conference room with care
In hopes the Christmas party would soon begin there

Creative directors nestled with campaigns that were dead
While visions of One Show Awards danced in their head
They’d talk of production and work they had done
It was true this year’s party would be nothing but fun

When out in the lobby there rose such a clatter
I sprang from the status meeting to see what was the matter
Was it the new intern wearing an Urban Outfitters jacket
What could possibly be making all of that racket

With a little old driver, so lively and quick
I knew in a moment it must be St. Nick
More rapid than eagles his coursers they came
And he whistled and shouted and called them by name

Now Dasher! Now Dancer! Now Prancer and Vixen!
Let’s go in the kitchen and see what they’re fixen!
To the corner office and just down the hall
They found trays of hors de oeuvres and ate them all!

The staff would look forward to the holiday bonus
Saying "as hard as we’ve worked of course they would owe us"
The general manager spoke, it was quite a summit
He told us all how profits had started to plummet

Cutbacks, downsizing, raise-freezes, client losses
He would if he could, but not so the bosses
He charted the bonus with marker not chalk
He wrote on the white board “That’s just crazy talk.”

They showed the work that’d been done all through the year
But with no bonuses the staff was not of good cheer
Sure there was music and dancing for those who were able
Even some shenanigans on the conference room table

Soon it was over, soon it was gone
All the carrying they’d planned had been carried on
The party was finished, the tinsel unhung
The songs they were singing had all been sung

After bad luck like this, what else could they add
It was Christmas, and really, things weren’t that bad
Until he exclaimed as his limo drove out of sight
Happy pink slip to all, and to all a good night!

Tell me something I don't know

If you've ever been in the creative department of an ad agency, you already know they're hotbeds of bold ideas, original thinking, sexually transmitted diseases and ironic t-shirts.

There's also one other thing you'll find plenty of: Sarcasm.

Come to find out that's a good thing. Scientific American reports that in a study of sarcasm, looking at the sarcaser and the sarcasee, it turns out sarcasm triggers creative sparks for those dishing it out as well as those on the receiving end.

That explains everything. Like when the planner wearing the knit cap, skinny jeans and no socks calls a meeting to give their latest and greatest insight (The consumer wants to be engaged with the brand!), they're not inviting ridicule. Far from it.

They're inviting sarcasm so the creatives in the room will be more creative. The planners are doing us a favor. Now it all makes sense.

The study goes on to say that sarcasm between people who trust each other can have these beneficial effects without creating conflict.

Which explains why conflict is something you never see in agencies.

The someday lunch

I understand some things are extremely difficult in life. There are challenges we all have to overcome, sometimes against seemingly impossible odds.

From health issues, to business dealings, family discord, freeway traffic, account planners and bad customer service, there's no shortage of situations lying in wait to test our energy, resourcefulness, commitment and patience.

But I'm thinking lunch shouldn't be one of them.

If you were to ask most people I know about me - and I hope to God you're not doing that - I think the majority opinion would be I'm a bit of a social butterfly. Not exactly a people person, but I do like to chat it up. And I love an audience. If they're laughing at my jokes I love them even more. Which is the reason I didn't love the audience the one time I tried standup at the Comedy Store.

I may be getting off point here.

Anyway, be that as it may, I'm not an easy lunch. I'm selective about the company I keep during lunch hour, especially on days off. On days I'm working, I don't care nearly as much as long as I can get the hell out of the office.

Here's the thing: I have a great friend I love having lunch with. We schedule it as often as we can. Notice I said schedule, and not have. This most recent round has gone five or six times, and we have yet to hit a day that winds up working. For one legitimate reason or another, one of us always has to jump the lunch ship.

It's not like we've never had lunch. We have. Which is why I look forward to it so much, and am disappointed when we can't manage to pull it off.

But I'm convinced persistence will rule the day - I know eventually we'll get together. And when we do, I'll have more stories to tell, and more stories to listen to. Plus by then I'll probably be a little thinner.

So maybe this postponing business isn't so bad after all.

Killing time

The ebb and flow of work at an ad agency is a mystery. Like online metrics, or an account planner’s opinion, it's often unpredictable and unreliable.

Some days it's a hive of activity, with people taking stairs two at a time, foam core boards in hand, comps stuck to them with push pins flying everywhere, racing to solve some important marketing dilemna.

Other days, for reasons equally unknown, there isn’t much to do. And the day goes by slower than Interstellar.

Though if you saw Interstellar, you know nothing could possibly go any slower.

Creative people want to be creative in everything they do, including killing time. As you see from the blurry, lo-res picture above, Matt Groening had some suggestions on the best ways to do that.

I have a few more:

1) Facebook Facebook Facebook
In an era where a disproportionate emphasis is placed on social media (“I can’t wait to engage with my toothpaste online!”), you can literally spend hours brushing up your social skill set.

Sure, to the untrained eye it might look like you’re posting shots of the sunset and cute cat photos all day. But if anyone asks, you’re studying up on Facebook advertising and the algorithms that allow them to target ads to the last subject you viewed or wrote about.

TIP: Make sure no one’s watching when you post your third Most Interesting Man In The World meme.

2) Starbucks Coffee Break
While Groening has already covered coffee break in the cartoon, he’s talking about that brown sludge that barely passes for coffee in the agency kitchen. I’m talking about Starbucks.

All you have to say is, “I’m running over to Starbucks and grab some coffee. Anyone want anything?” Everyone will immediately nod their approval, tell you no thanks they're fine, and then you can leave the building.

Whether you actually head to Starbucks is up to you. When you come back empty-handed almost forty-five minutes to an hour later, you can always say you drank it there. Or the line was too long. Or they ran out of the raspberry pump.

TIP: Don't say there wasn’t a Starbucks nearby. No one will believe you.

3) Your baby-size bladder
Repeat after me: the bathroom is your friend. No one will blame you or even think twice if you make a bathroom run hourly. It can be a little iffy when it comes to how long you can actually spend in there, but there are always lots of things to blame it on.

Like last nights' chili. Warm sushi. Or that agency coffee I was talking about.

TIP: Don't actually have bad chili or get sushi poisoning. This isn't a method acting class.

I'm sure there are a plethora of other ways to kill time. After all, I'm talking about very creative people here. And dear readers, I'd love to hear suggestions from you as well as some of your own experiences in this pursuit.

Hold that thought. I have to run to the bathroom.