Off the clock. Again.

The reason the title has the word "again" in it is because I've used this title before here. Feel free to compare and contrast the posts. They're both equally entertaining, humorous and a fun read in their own way. And of course, they both reflect my world-renowned humility.

Anyone working in an ad agency will tell you it's not exactly a 9 to 5 job. An account goes into review, the creative director changes his mind, a deadline gets moved up, the creative director changes his mind, a new business pitch walks in the door, the creative director changes his mind, and the battle cry goes out: all hands on deck.

If you're following along with your Advertising-to-English Dictionary, that means don't buy any concert or airline tickets, make any dinner dates or plan on getting a lot of sleep for the next several nights or weekends.

Not that I'm not a team player (a term I hate, don't get me started), but here's the thing: when I'm done for the day, I'm done for the day. The nanosecond my feet are out of the building, I don't think about it until they're back in the building the following day. I have no problem flipping the switch.

Or flipping anything else for that matter.

I've written about how seriously some people in advertising take it. Fortunately I'm not one of those. Oh, I know, advertising helps the economy, gets information to the consumer they wouldn't otherwise have (want), builds brands. Whatever. I hate for you to have to hear it this way, but we're not doing God's work here. A grateful nation is never going to thank us for the latest banner ad or social post promoting "engagement" with your laundry detergent.

A close friend who owns an agency in San Francisco told me years ago it's better to work smarter than later. Can I get an amen to that?

Don't get me wrong: when I'm on the job, you have me 110%. I'm focused, I'm a concept generating machine. I'm on it. And contrary to how it may sound, I do recognize there are occasionally times when late hours and weekends can't be avoided. The problem is a lot of agencies confuse "can't be avoided" with "that's just how we do it."

You know when you call a doctor after hours you get that recording that says "If this is a medical emergency, hang up and call 911."

Mine would be "If this is an advertising emergency, you should've planned better. See you Monday."

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.