This is one of those posts that make my friends crazy, immediately emailing to tell me why I shouldn't have published it. I recognize they're looking out for my best welfare, which is what they think I'll be on if anyone who hires freelancers reads this. Duly noted.
Let me start by saying - as I've said many times before - that I've met some of the smartest, most creative, hugely interesting people working in agencies. Many of who form the first inner circle of great friends of mine.
If agencies were just populated with them I'd have nothing to write about.
But if you've worked at more than one agency, you already know, sadly, those aren't the only types that work there. There are about four or five personalities that keep showing up. Sure, they come in different packages, but essentially you see them over and over, coming and going at the agencies you work at.
There's Mr. Smarmy, who'd like to present my copy to the client, but "...I know you can do so much better." I don't think you're paying me the compliment you think you are.
Next, The Hostess, who really wants to like the copy, but "I just don't get it. And if I don't understand it, how will the consumer?" I'm going with the consumer's smarter than you are. Call it a hunch.
The Boss Man (not Springsteen) who brings their own work to the pitch, but promises "It'll be a level playing field. I don't have a favorite." It's okay. I didn't want to be away on production anyway.
Mr. Could'a Been A Contender, who recommends a director because "..when he took me to sushi at Urasawa I knew he'd be right for it." And besides, his reel looked great on that home theater system he gave you.
And yes, Mr. Hemingway, the copywriter who wouldn't mind making a small change, but "you have no idea how long it takes me to find the PERFECT words" You do realize the movie Precious wasn't about your copy, right?.
Here's what I know about clowns. Whether they're wearing big, floppy shoes, yellow power ties or hipster knit caps they've always made me uneasy.
Especially the ones whose noses aren't red.
