Encore post: Answer the call (to action)

You can’t overstate the ability of advertising people to inhale their own fumes. It may be part of the job description. I’ll have to check with HR.

Many of them have what I’d call an unrealistic sense of consumer behavior that should rightfully be filed under wishful thinking. For example, against all evidence from the beginning of advertising time, there’s a prevailing thought that just because you bark an order at the consumer and tell them to do something, they’ll actually do it.

If it were only that easy.

How else to explain the fact almost every piece of—let’s call it marketing communication—that gets produced has what’s referred to in the biz as a CTA. In civilian terms, a Call To Action.

It’s the instruction from the advertiser on what they want you to do next. And it’s not one-size-fits-all. There is no standard CTA. It can be anything from Learn More to Call Now. Sign Up to Get Started. Take the Survey to Talk To Us. Let’s Go to Join Free For A Month (that was Netflix-it was a great month).

It’s a good thing it’s there. Otherwise how would you know what to do, amiright?

Here’s the truth: agencies consider a 2% click rate on web ad CTAs a resounding success. If you were getting a 2% return on any investment in your life you’d be looking for a new place to invest. But when it’s a 2% click through on banner ads (don’t get me started), the champagne is flowing, the overgrown frat boys are high-fivin', backs are being slapped and the junior team is getting assigned the agency promo piece touting their digital prowess.

On every agency brief—the six to eight page document explaining the assignment and showing that otherwise educated people don't know what brief means—there’s a description about what the agency/client wants the consumer to do as a result of seeing the CTA. For example, “Include CTA to visit website to drive user to website.”

Hey, Captain Obvious, what color was George Washington’s white horse?

Anyway, it occurred to me how much better agency life would be if there were CTAs, like these, that you could click on when the situation called for it.

Make It Stop
Anytime anyone calls a meeting about what they discussed at the last meeting, and what they'll be discussing in the next meeting as a result of this meeting, all you do is click on this CTA and immediately all the sounds stop coming out of their mouth. Their lips are moving, but they're not saying anything. Oh wait, that's already happening.

Go Away
This one's a lifesaver. Great for personal space invaders, hallway talkers or the smug, self-righteous contrarian that lives to argue with everything you say. It's essentially the CTA that wishes them into the cornfield. I'm guessing that's going to be one crowded cornfield.

Not This Again
Remember that revision the client wanted, and you made, and then they took it out? And now they want it back in? This happens on a daily basis on every account in every agency. It just makes you shake your head and ask if they've always had this much trouble making up their mind (well, yes and no - BAM!). Hit this CTA, and it resets time back 15 minutes before the original request got re-requested. Normally only Superman can turn back time by flying counter clockwise to the earth's rotation. This will make it a lot easier on him.

Drop It
Basically a trap door for every occasion. Whatever they're doing to bother you, just hit this CTA and a trapdoor opens under them. Laugh and smile as they go plummeting down an endless tunnel that will eventually land them in the seventh circle of hell.

Or another meeting.

Encore post: Answer the call

You can’t overstate the ability of advertising people to inhale their own fumes. It may be part of the job description. I’ll have to check with HR.

Many of them have what I’d call an unrealistic sense of consumer behavior that should rightfully be filed under wishful thinking. For example, against all evidence from the beginning of advertising time, there’s a prevailing thought that just because you bark an order at the consumer and tell them to do something, they’ll actually do it.

If it were only that easy.

How else to explain the fact almost every piece of—let’s call it marketing communication—that gets produced has what’s referred to in the biz as a CTA. In civilian terms, a Call To Action.

It’s the instruction from the advertiser on what they want you to do next. And it’s not one-size-fits-all. There is no standard CTA. It can be anything from Learn More to Call Now. Sign Up to Get Started. Take the Survey to Talk To Us. Let’s Go to Join Free For A Month (that was Netflix-it was a great month).

It’s a good thing it’s there. Otherwise how would you know what to do, amiright?

Here’s the truth: agencies consider a 2% click rate on web ad CTAs a resounding success. If you were getting a 2% return on any investment in your life you’d be looking for a new place to invest. But when it’s a 2% click through on banner ads (don’t get me started), the champagne is flowing, the overgrown frat boys are high-fivin', backs are being slapped and the junior team is getting assigned the agency promo piece touting their digital prowess.

On every agency brief—the six to eight page document explaining the assignment and showing that otherwise educated people don't know what brief means—there’s a description about what the agency/client wants the consumer to do as a result of seeing the CTA. For example, “Include CTA to visit website to drive user to website.”

Hey, Captain Obvious, what color was George Washington’s white horse?

Anyway, it occurred to me how much better agency life would be if there were CTAs, like these, that you could click on when the situation called for it.

Make It Stop
Anytime anyone calls a meeting about what they discussed at the last meeting, and what they'll be discussing in the next meeting as a result of this meeting, all you do is click on this CTA and immediately all the sounds stop coming out of their mouth. Their lips are moving, but they're not saying anything. Oh wait, that's already happening.

Go Away
This one's a lifesaver. Great for personal space invaders, hallway talkers or the smug, self-righteous contrarian that lives to argue with everything you say. It's essentially the CTA that wishes them into the cornfield. I'm guessing that's going to be one crowded cornfield.

Not This Again
Remember that revision the client wanted, and you made, and then they took it out? And now they want it back in? This happens on a daily basis on every account in every agency. It just makes you shake your head and ask if they've always had this much trouble making up their mind (well, yes and no - BAM!). Hit this CTA, and it resets time back 15 minutes before the original request got re-requested. Normally only Superman can turn back time by flying counter clockwise to the earth's rotation. This will make it a lot easier on him.

Drop It
Basically a trap door for every occasion. Whatever they're doing to bother you, just hit this CTA and a trapdoor opens under them. Laugh and smile as they go plummeting down an endless tunnel that will eventually land them in the seventh circle of hell.

Or another meeting.

Answer the call

You can’t overstate the ability of advertising people to inhale their own fumes. It may be part of the job description. I’ll have to check with HR.

Many of them have what I’d call an unrealistic sense of consumer behavior that should rightfully be filed under wishful thinking. For example, against all evidence from the beginning of advertising time, there’s a prevailing thought that just because you bark an order at the consumer and tell them to do something, they’ll actually do it.

If it were only that easy.

How else to explain the fact almost every piece of—let’s call it marketing communication—that gets produced has what’s referred to in the biz as a CTA. In civilian terms, a Call To Action.

It’s the instruction from the advertiser on what they want you to do next. And it’s not one-size-fits-all. There is no standard CTA. It can be anything from Learn More to Call Now. Sign Up to Get Started. Take the Survey to Talk To Us. Let’s Go to Join Free For A Month (that was Netflix-it was a great month).

It’s a good thing it’s there. Otherwise how would you know what to do, amiright?

Here’s the truth: agencies consider a 2% click rate on web ad CTAs a resounding success. If you were getting a 2% return on any investment in your life you’d be looking for a new place to invest. But when it’s a 2% click through on banner ads (don’t get me started), the champagne is flowing, the overgrown frat boys are high-fivin', backs are being slapped and the junior team is getting assigned the agency promo piece touting their digital prowess.

On every agency brief—the six to eight page document explaining the assignment and showing that otherwise educated people don't know what brief means—there’s a description about what the agency/client wants the consumer to do as a result of seeing the CTA. For example, “Include CTA to visit website to drive user to website.”

Hey, Captain Obvious, what color was George Washington’s white horse?

Anyway, it occurred to me how much better agency life would be if there were CTAs, like these, that you could click on when the situation called for it.

Make It Stop
Anytime anyone calls a meeting about what they discussed at the last meeting, and what they'll be discussing in the next meeting as a result of this meeting, all you do is click on this CTA and immediately all the sounds stop coming out of their mouth. Their lips are moving, but they're not saying anything. Oh wait, that's already happening.

Go Away
This one's a lifesaver. Great for personal space invaders, hallway talkers or the smug, self-righteous contrarian that lives to argue with everything you say. It's essentially the CTA that wishes them into the cornfield. I'm guessing that's going to be one crowded cornfield.

Not This Again
Remember that revision the client wanted, and you made, and then they took it out? And now they want it back in? This happens on a daily basis on every account in every agency. It just makes you shake your head and ask if they've always had this much trouble making up their mind (well, yes and no - BAM!). Hit this CTA, and it resets time back 15 minutes before the original request got re-requested. Normally only Superman can turn back time by flying counter clockwise to the earth's rotation. This will make it a lot easier on him.

Drop It
Basically a trap door for every occasion. Whatever they're doing to bother you, just hit this CTA and a trapdoor opens under them. Laugh and smile as they go plummeting down an endless tunnel that will eventually land them in the seventh circle of hell.

Or another meeting.

Reconsidering John McCain

As I watched the 60 Minutes interview with John McCain, I felt a deep, unexpected sadness at the thought he's not going to be around. He's bravely fighting yet another battle, this time with glioblastoma—the same aggressive brain cancer that forms in the brain and spinal cord. The same cancer that took Ted Kennedy.

I suppose like a lot of people, I've gone in and out of liking and disliking McCain. But in his sunset years in the Senate, even though he hasn't always walked the walk, I find the thought of his absence painful.

I thought I'd never be able to forgive him for unleashing the political train wreck that is Sarah Palin on the world, but I have. Despite surfacing with some idiotic gibberish every once in awhile, with the exception of the occasional brief appearance on Fox News, she's long ago been relegated to a footnote, like Kato Kaelin or Ross Perot.

Like we all thought Trump would be.

The constant character trait in McCain's life has, without a doubt, been bravery. When he was shot down and held prisoner, he was tortured relentlessly. At one point, he was offered early release, which he refused. He wouldn't leave until all his fellow soldiers who'd been captured with him were freed.

He's fought endlessly and tirelessly for things in the Senate. And whether I agreed with them or not, and it was mostly not, I admired his intelligence and persistence.

Most recently, at 81, he's geared up for yet another battle. He's made himself a pariah in many dark, dusty corners of the GOP for having the unmitigated gall to do the right thing, and stand up to the most unqualified sociopath ever to hold the office of the presidency. People speculate he's doing it because at this point he's got nothing to lose, but I think it's more than that. I think it's what he genuinely believes.

Donald Trump's statement about liking heroes that weren't captured should make everyone cringe. With McCain being a genuine hero, from a military family of heroes, the statement from Trump is as vile, vulgar and uninformed as the liar making it.

The reason it angers him so deeply is that McCain has become the de facto conscience of the Republican party. His seniority gives him the gravitas, and his sense of what's right and what elected representatives are supposed to do has earned him respect from both sides of the aisle.

I have a friend who was involved at the highest levels of the McCain presidential campaign. We don't see each other often, but when we do we never talk about it, because we both know where each other stands.

I'm nothing if not vocal about my views.

But lately, I see what she saw in him.

I hope McCain beats the odds and beats his cancer. At this critical time in history, it'd be an unthinkable loss to say goodbye to one of the senate's last voices of reason.

Let's hope we don't have to for a while longer.

Well-placed blame

My good friend Michelle Purcell once said you can never underestimate the power of well-placed blame. As usual, she was right.

Clearly this is something all ad agencies, or marketing communication collectives, or integrated media-agnostic think tanks, or whatever the hell they're calling themselves this week have a deep understanding of.

At agencies, blame gets passed around faster than a Kennedy driving to the liquor store at closing time.

Or to paraphrase Groucho's "whatever it is I'm against it", the internal battle cry is "whatever it is, I didn't do it."

The reason is pretty obvious. If you've ever been fired from an agency, all it means is that you showed up. But agencies, especially the ones owned by holding companies (is there any other kind?), run on fear and no one likes getting fired, especially for a mistake they made.

Like underestimating the client's budget by $12 million.

Scheduling a shoot on a Vancouver beach in winter.

Telling the client you can get it done without checking with anybody if what they're asking for can be done. Then not getting it done.

Rather than man up and face the music, walk into an agency and you'll see so much finger pointing it looks like a master class in giving directions. Ironically for a business that believes consumers have to have an emotional attachment to their product, many of the players have no personal attachment to their decisions or actions. At least if they backfire.

However if they succeed, then the ground shifts from the blame game to the taking credit game. That's the one where anyone who was in the building and passed a meeting in the conference room where they were presenting a successful campaign takes credit for it.

Agencies don't have a monopoly on either behavior. Anytime you have an office with the kind of politics, ego and ambition found in agencies, the same primal survival instincts kick in.

I don't mean to paint in broad strokes - this is not to say you can't find responsible people with a finely honed sense of integrity, grit, decency and honor in agencies. You can.

But if you can't, don't blame me.

Wrongful Termination - Chapter 8

Jack Sheridan finished questioning Barbara Beckwith, as well as the rest of the creative department. What he learned wasn’t going to make his job any easier.

It seemed during his career, Dean Montaine had made a lot of enemies, even for an ad man. The creative part was the way he made them. Naturally, he’d plagiarized work from other creative teams who worked for him and represented it as his own. This was nothing new. The practice was rampant throughout ad agencies, especially if it was a good idea. Many of the most famous ad campaigns of the last fifty years have over a hundred teams claiming ownership. Some on campaigns that came out before they were born. For example, everyone seems to have worked on Volkswagen in the sixties. Montaine had even taken credit for the classic ad campaign for the original Volkswagen Beetle, despite the fact his resume didn’t list Doyle Dane Bernbach, the agency that created the ads.

But the thing Dean did that made him so insidious was this: he made you think he was on your side. That he was going to the mat for you. He made you believe he was your friend.

It was a lot of little things really. The way he asked questions about other creatives, leaning in to you, then lowering his voice to a soft whisper that implied an unstated confidence between two professionals. If the creative team in his office was junior, he’d give them lots of attention. Ask what they thought of something he’d written. They’d be wowed. After all, Dean had taken credit for creating a successful national campaign for the popular French mineral water Clair, as well as a start up car company, Neptune. Junior teams didn’t know that in fact he’d stolen those ideas from juniors at the agency.

Upper management was no friend of his either.

On more than one occasion, Dean worked for an agency freelance, only to try and ingratiate himself with the creative department and general manager, then organized a mutiny to squeeze out the executive creative director who’d brought him in in the first place. Sometimes he succeeded.

Then there were the people who ran awards shows. They hated him. Advertising awards are the guilty pleasure of every agency creative. If you ask, creatives roll their eyes at the idea of them. They make a big show of taking refuge behind the fact good work is it’s own reward. But inside every copywriter and art director is a little insecure kid looking for approval and validation. They love winning awards. They love saying they’ve won awards. They love schmoozing at the awards shows. They love getting drunk and seeing if the rumors are true about the media girls at the awards shows. If all creatives hated awards the way they profess to, the shows would never sell out, or be able to charge their obscene entry fees.

Of course, one way to help your chances of winning is to enter lots of ads. Which is exactly what Montaine did year after year. He had the agencies he worked for spend a fortune on entry fees. And he entered lots of work that wasn’t his. The problem was, the people who'd actually done the work also entered it. So when the shows received different entry forms with credits that didn’t jive, they called Dean to clear them up. He always told them the other people were lying. The award show officials knew better.

The women in his life hated him. All of them. His daughter. His wife. His ex-wives. His mistress. In fact, a woman didn’t even have to have a relationship with Dean to hate him. She just had to have a conversation.

When Dean was at one of the bars he frequented, somewhere between a nice buzz and completely passed out, if he saw a woman sitting alone he'd strike up a conversation with her. It didn’t matter if they were waiting for someone, or if they were obvious about not wanting to talk to an overaged hippie. None of it mattered. His usual line would go like this.

“Excuse me, ever see that Clint Eastwood movie where they hang him by mistake?” If the girl said yes, he said, “You know, even when he was swinging from the tree he wasn’t as hung as I am.”

Believe it or not, every once in a while it worked. But when it didn’t, it could be brutal. He'd been slapped, spit on, kicked, had hot coffee thrown at him and been beaten to a pulp by boyfriends who'd shown up while he was still there laughing at his own juvenile joke.

Even when he thought he was being funny, it wasn’t hard to hate Dean.