Encore post: My head hurts

A little over six years ago, I put up this post about overthinking. And I'm happy to say in that time, what with the thousands hundreds dozens nine industry power players who've read it, absolutley nothing has changed.

Even though the advertising world looks drastically different today what with working from home, hybrid home/office situations, the great resignation, Zoomers and reimbursed wi-fi, it's comforting to know one thing that will never change is the uncanny ability for (certain) agency people to make mountains out of molehills.

Whatever you do, don't overthink this little updated intro too much. It's clear I didn't.

Please to enjoy.

Ad agencies are overflowing with lots of things. Creative ideas. People with opinions. Knit caps. Tattoos. Bad coffee. One thing there's also no shortage of is The Overthinkers - people who overthink every little thing. Every single thing. Over. And over. And over.

Don't get me wrong: I'm all for the well thought out question. A dash of examination. A pinch of should we or shouldn't we. But I’ve often wondered what it is The Overthinkers actually bring to the table. Sure, they manage to turn every item on the brief (all fifteen pages of it) into an event in the Second Guessing Olympics, with all of them going for the gold. But beyond that, what does it all add up to?

Every time The Overthinkers reconsider a point they reconsidered a minute ago, the work has to change, because “this time they’ve got it.”

Until the next time.

It’s the reason work is constantly being revised, rewritten, revamped and regurgitated all way up to the last minute. It’s why meetings and more meetings are held to reveal the latest insight and observations.

Until the next ones.

And it’s the cause of enormous amounts of time and confusion being unnecessarily added into the process.

Planners, brand strategists, VP's of Cultural Trend Metrics - or whatever they hell they're calling themselves this week - have managed to turn what should be a single-focused insight into a Three-Card Monty game of strategy. If you can guess which card it’s under, you win the strategy to work against.

Spoiler alert: you never win.

The Overthinkers have to keep changing the rules, because if they don’t they’re out of a job. It's like the paid consultant who has to create a problem so he can solve it, and then create another one to keep the checks rolling in.

In the name of simplicity, efficiency and a better product, it might be a good thing for The Overthinkers to take one for the team and move on.

Then creatives could execute against a simple strategy, in a short, concise brief we’d only have to meet about once.

Of course, The Overthinkers might wonder why they ever left such a cush position. The good news is they’d have plenty of time to overthink about it.

The take rate

Stunning picture of the earthrise as seen from the surface of the moon. I thought I'd go with this picture because when I googled the subject I'm actually going to write about, the pictures were, shall we say, less than savory.

So just gaze at the picture and enjoy while I talk about my perforated septum. As I've mentioned before here, I basically have a hole in my nose between airways that needs to get repaired.

When dealing with medical issues of any kind, especially those involving a potential surgery - major or minor - I always make it a point to find "the guy." In this case, "the guy" is the Chief of Surgery at the world-renown, major metropolitan hospital where I live. He's responsible for all the surgeries in all the specialties. And, come to find out, his specialty is Ear Nose and Throat. He was also Chief of Surgery for that particular department for six years.

Let's say confidence is high he can get the job done,

I met with him last Friday, and we discussed how he might go about performing the surgery. One way, and the way I prefer by far, is closed surgery where he just works through the nasal passages with really small instruments and precision to repair the perforation. The other far less preferable way is open surgery, where he makes a small incision in the center of my nose, then pulls it back revealing the septum more fully. It gives him a better view, and more room to move. And it only leaves a small incision when he's done that eventually heals to be unnoticeable.

See why I went with the picture of the earthrise?

Basically he has to graft a material over the hole in my septum. As we spoke about it, he told me he was going to talk to reps about which materials had the best take rate, that is the percentage of times the material is successfully grafted and holds. There's always the chance it won't take, which would just put me back where I started.

Afterwards, I started thinking about different take rates in advertising. Like the take rate of creative directors who don't want to get their fingerprints all over every idea presented to them (low). The take rate of clients buying the work unchanged (low). The take rate of planners not giving some asinine insight they think is brilliant, like "the consumer wants a better experience to engage with and advocate for."

Yeah. That's just what they want (lower than low).

I was also thinking about the take rate for people remembering this post after they read it. My take was I probably shouldn't think about that.

My head hurts

Ad agencies are overflowing with lots of things. Creative ideas. People with opinions. Knit caps. Tattoos. Bad coffee. One thing there's also no shortage of is The Overthinkers - people who overthink every little thing. Every single thing. Over. And over. And over.

Don't get me wrong: I'm all for the well thought out question. A dash of examination. A pinch of should we or shouldn't we. But I’ve often wondered what it is The Overthinkers actually bring to the table. Sure, they manage to turn every item on the brief (all fifteen pages of it) into an event in the Second Guessing Olympics, with all of them going for the gold. But beyond that, what does it all add up to?

Every time The Overthinkers reconsider a point they reconsidered a minute ago, the work has to change, because “this time they’ve got it.”

Until the next time.

It’s the reason work is constantly being revised, rewritten, revamped and regurgitated all way up to the last minute. It’s why meetings and more meetings are held to reveal the latest insight and observations.

Until the next ones.

And it’s the cause of enormous amounts of time and confusion being unnecessarily added into the process.

Planners, brand strategists, VP's of Cultural Trend Metrics - or whatever they hell they're calling themselves this week - have managed to turn what should be a single-focused insight into a Three-Card Monty game of strategy. If you can guess which card it’s under, you win the strategy to work against.

Spoiler alert: you never win.

The Overthinkers have to keep changing the rules, because if they don’t they’re out of a job. It's like the paid consultant who has to create a problem so he can solve it, and then create another one to keep the checks rolling in.

In the name of simplicity, efficiency and a better product, it might be a good thing for The Overthinkers to take one for the team and move on.

Then creatives could execute against a simple strategy, in a short, concise brief we’d only have to meet about once.

Of course, The Overthinkers might wonder why they ever left such a cush position. The good news is they’d have plenty of time to overthink about it.

Standard issue

Wander around agencies today - especially those on the west side, not that I'm making certain assumptions - and you'll see a lot of similar accoutrements.

There is of course the open office seating plan, designed to increase communication, stimulate creativity, create departmental interaction and drastically lower agency overhead and reflect better on the annual P&L audit by not having to build out offices for everyone.

Guess which one of these it does best.

You'll probably also see the Peet's Coffee machine, offering lattes, extra shots of vanilla and chocolate, hot chocolate made with water (just like mom used to make), as well as dark, strong coffee's bastard red-headed stepchild, tea.

There'll be no shortage of hipster planners with knit caps, tight jeans, iPhone 6's, piercings and piercing insights into the clients business. Things like "People buy (CAR NAME HERE) because they want an innovative, reliable car."

You'll see The Meeting Place. This can be a basketball court, an inside park or even a large centrally located staircase where staff meetings can be held for any number of reasons. Winning a client. Losing a client. Pep talk. Annual work review. Birthdays for that month. The reason isn't really the important thing. The important thing is it's usually about an hour no one has to do anything except eat bagels and pretend they're listening.

More often than not, what you'll also see is a foosball table. It's usually located near the vending machines, or in a former conference room along with a well-worn leather couch and some leftover swivel chairs.

Riddle me this: what's the deal with foosball?

I can count on one hand how many times I've actually seen anyone using them. Of course, I can also count on one hand how many times a planner has given me an insight worth a tenth of what they're being paid. I might be getting off topic here.

The point is, how about 86'ing the foosball table for something people actually use to blow off the stress of coming up with outdoor headlines like, "The 2015 (CAR MAKER) (CAR MODEL)."

Sure, we make it look easy. But it's not.

I'd like to suggest a pool table, because everyone likes holding the cue and pretending they're Paul Newman in The Hustler. Since there's no smoking allowed within twenty feet of the building, you won't be able to let a cigarette with a burned down ash dangle from the corner of your mouth the way Newman did. But maybe if no one's looking you can get away with a vape e-cig.

Or a ping pong table. The ball makes a nice sound, and it's easy to ace the other player if you're serving. Plus you can take that half crouching, swaying side-to-side stance that, combined with the creased brow and intense stare, makes it look like you're playing a game that really matters.

I believe foosball tables have seen their day. The time has come for them to be relegated to history's scrapheap of agency furnishings we once thought we couldn't live without: The bean bag chair. The cork wall board in offices (when they had offices). The oversized Lichtenstein print.

Classic foosball tables can run over $5,000. If an agency is going to spend that kind of money, it may as well spend it on something more meaningful and worthwhile.

Like a higher quality pizza at the 2 a.m. regroup.