Lesson learned

This isn't going to be a funny post tonight (I know, why is this post different from any other post?). But for some reason a particular incident has been on my mind and I can't stop thinking about it.

Years ago, I worked at an agency which shall go nameless. Y&R. There was an art director I worked with there who I never clicked with, nor she with me. Her creative sensibilities were completely different from mine, and it made for a lot of disagreement. Nonetheless, during the occasional times we worked together, we managed to forge ahead and get it done.

I'd never describe us as friends, even though she did ask me to write her wedding invitation because she thought I was talented and funny (some truths can't be denied). I wouldn't say I was glad to do it for her, but I was pleased she liked what I came up with.

It was a cool relationship at best, and only got cooler when I was assigned another art director—one of my favorites to work with and a great friend to this day—and she was going to supervise the project.

Here's where my memory gets a bit like an oil company executive at a senate hearing. I can't recall the exact circumstances, but for some reason she didn't like what my art director partner was doing and decided she wanted to get him fired.

I would have none of it.

After several attempts by her to get rid of my partner, I unloaded and read her the riot act. I did it loudly, in the middle of the department, and at length. It was not my finest hour, but in the heat of the moment, lines clearly drawn, loyalties clearly defined, I was unable to stop. I was a bully in the worst, most unprofessional way. To her credit, she kept her cool and listened to my angry ranting until I was done.

Needless to say we didn't work together after that, and my partner never got fired. Surprisingly, neither did I.

Years later, after I'd left the agency, I heard she was battling cancer. A few years ago, she lost her battle.

I was invited to her memorial service by several people, but I didn't go. It wouldn't have been right or honest given the nature of our relationship.

As I think back on it, she didn't deserve any of my angry antics. Not because she became ill, but because she was a human being.

I believe so much in the golden rule, and I'm embarrassed and shamed by my complete abandonment of it during that encounter. If I could go back and do it differently, I would in a heartbeat. If she were around, I'd tell her I'm sorry, and I had no right to treat her like I did.

But she's not.

What I can do now is pray her two children grow up healthy, with their loving father and nothing but beautiful memories of their mother who was taken too soon.

Sadly, I'm in a position now where I do get to have the last word. So here it is. I'm sorry I treated you that way. You didn't deserve it. And if it's any small consolation, I'm a better person as a result of it and it's a lesson I'll always carry with me.

Rest in peace.

Office space.

It doesn’t happen often, but like the Harmonic Convergence, total eclipse of the sun, Halley’s Comet and client approval, if you wait long enough you’ll live to see it.

Dust off those childhood dreams: NASA is now accepting astronaut applications for the upcoming Mars mission.

No doubt, despite the stringent requirements, they’ll be inundated with applications from hundreds, make that thousands, of unqualified people who haven’t seen Gravity and think space travel is as easy as booking a flight on Jet Blue. It's not. For starters, the baggage fees on the Mars trip are much steeper.

I think if NASA wants to thin the herd down to uniquely qualified candidates, the one place they should definitely start recruiting from is ad agencies. Here’s why:

Creative people are used to keeping themselves amused during long assignments that seem like they’ll never end – and often times never do.

Agency people know how to subsist on to two-day old bagels, cold pizza and pumpkin muffins so hard you could slay Goliath with them. Dehydrated, freeze-dried, bite-sized foods coated with gelatin would be like dinner at Morton’s.

The part about wearing a suit they’re uncomfortable in, even for a short time, is something they’ve done before. And sadly, peeing in that suit isn’t anything new either.

Experience being trapped in a small space with three other people you have to pretend to like? Check.

Having no choice but to accept and make course corrections from nameless, faceless voices on the other end of a speaker is something creative people do all the time.

Once there, agency people have all the knuckles and know-how needed to make a great commercial to recruit future astronauts for subsequent missions. The toughest part will be going without a trendy restaurant with an outdoor patio for lunch.

Finally, agency people will give the Red Planet a short, memorable, meaningful tagline that can be used on t-shirts, mugs and banner ads no one clicks on.

No doubt with agency people steering the ship, NASA will have the right people for the job.

As long as the job doesn't start before 10 a.m.

Leftovers

I know what you're thinking. Here comes a post about holiday leftovers, turkey sandwiches, tryptophan naps and the best way to store pumpkin pie (kidding - there's never leftover pumpkin pie).

As good as that sounds, no. I'm talking about a different kind of leftovers. The creative kind.

Every person who works in the creative department of an ad agency - copywriter, art director, creative director, producer - has ideas, campaigns, starting thoughts, visuals, jokes, taglines, directors and media placement suggestions for work that never was. Work they loved that, for reasons ranging from "I don't get it" to "It'll scare them," in other words the ridiculous absurd, never saw the light of day. Never made it out the door.

Of course, like holiday leftovers, if stored and handled properly you can always heat them up and serve them at a later time. The word for this, in agency parlance, is "repurposing."

I'm a big fan of repurposing, especially in an era of parody products with extremely little to differentiate them except the advertising. Repurposing works especially well if you're lucky enough to draw a good hand and get a creative director that can't remember what they had for breakfast, much less what you showed them two days ago. The campaign they killed on Monday is the same one they love on Wednesday. Second time's a charm.

A lot of people tsk tsk the idea of leftovers, but it's the word that throws them. Just because an idea's a leftover doesn't mean it's not original. Or entertaining. Or attention getting. Or right for the brand. It just means it was killed the first time, and deserves a second chance - which can come in the form of a new client, new creative director or new agency.

And who among us couldn't use a second chance.

Case in point: I just re-read this post and I'd love a second chance at writing it. And if you've read this far, I'm betting you're willing to give it to me.

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.

Like a version

If there's one thing ad agencies are it's repetitive. Let me say that again - see what I did there? Especially when it comes to revising the work.

As anyone who works in the creative department of an agency knows, sometimes a project will come around an absurd amount of times. My friend Rich Siegel named his blog Round Seventeen as an homage to the number of times he's had to revise copy.

I'll see your Round Seventeen, and raise you the revision number I had on a piece of car copy yesterday. The number was 68. Now, if you're reading this post as a civilian, I suppose you're thinking with all those versions the copy must change dramatically from one to the next.

Not so much.

Revisions come from all sorts of places. Proofreaders. Account people. Low level clients. Mid-level clients. The big cheese client. Legal. The product guy. The client's wife. The cleaning crew on the third floor. It goes on and on. It's usually a word or two they obsess over ("Is this too light? Too flip? Too...you know...). More often than not, it just a change for change sake so they can feel like they were part of the process, and get their name on the credits when they fill out the award-show entry forms.

I hear the Client's Wife category is going to sweep the shows this year.

There's an old adage, one I subscribe to, that says the secret to great writing is rewriting. It's a nice thought, but working in an agency will knock that sentiment into the next zip code mighty quick.

Anyway, old Albert had it right. And I'll be he got it on the first try.

Phrase set on stun

Advertising is a business lousy with buzzwords. And not just ones we create for public consumption.

Within these walls, and I mean figuratively because as any creative who’s worked in an agency in the last fifteen years knows they don’t have walls anymore, there are all kinds of words and phrases it seems people can’t get enough of.

I’m talking about campaign integration. Laddering up. Digital growth. Emerging strategic social media. Content analysis. Monetization solutions. Everyone's picking the low hanging fruit, and pushing the envelope. And don’t even get me started on millenials, brand engagement or interactive experiential guru (not kidding).

You’d hope agencies would be staffed with people fueled by passion and creativity who want to do the best possible work that wins awards, gets results, makes clients happy and lets them get more clients that let them do more great creative. And in some shops, you’ll find a lot of those people - especially if you’re looking in the creative department.

Problem is there aren’t enough of them. Instead, running around in agencies are people fueled by fear. Of losing the client, their job or their corner office - which they’ve probably already lost thanks to open floorplans.

Anyway, bitching and moaning about it isn’t going to change it. These buzzwords are like cockroaches: for every one you manage to kill, there’ll be a hundred more to replace it.

But next time I hear one of those words or phrases in one of the many meetings I’m in, I just may have to counter it with a word I find myself using more and more often.

Bullshit.

Yours, mine and hours

If you know anything about me - and you probably know more than you want to already - you know I'm not by any definition a morning person. Every day, without fail, morning gets here too quickly (it might have something to do with me going to bed after midnight every night, who's to say). I find just as morning rears its ugly, ugly head happens to be the exact same time I finally hit my deepest sleep.

Then, thanks to a clock, my wife, a kid or the dog, it's BAM! - wake up little prince.

When I'm up and moving around in the morning, it's actually not in a truly wakeful state. It's more controlled sleepwalking until I can get the haze out of my head, stop bitching about being up so early and actually get the day going.

What does help, and it's not often I say this, but fortunately I'm in advertising.

Anyone who's ever worked in the creative department of an agency knows the hours we keep are anything but conventional. Creatives don't arrive until anywhere from 9 to 11, and don't leave until between 5 and 10.

My sweet spot is the 9:30 range. By then I'm awake, I'm alert and not only am I ready to hit the road running, I'm ready to work smart.

The working smart part is the reason I'm not one of the creatives there until 10 or later.

My pal Rich Sigel at Round Seventeen wrote a great post about not working late unless it's absolutely necessary. Which on the rare occasion it is. But for the most part, working into the night, eating bad pizza and hanging out with the boss who doesn't want to go home for reasons only he/she knows is a suck-up move.

It can be a test of loyalty. I can be loyal without taking the test.

In more conservative, traditional industries - like insurance, law, finance or government for example - it's difficult for people to understand the laxness when it comes to workday hours in the agency business.

I'd be happy to meet with them one morning and explain it. Anytime after 11.