Comments on: NOW THAT’S AN ACCOUNT MAN http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/ Creative thinking and critique from Dave Trott Mon, 06 Sep 2010 15:03:07 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Pack Drill http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/#comment-8961 Pack Drill Thu, 31 Jul 2008 10:19:41 +0000 http://cstadvertising.com/blog/?p=43#comment-8961 Like all legends, advertising or otherwise, there?s a central moral that still applies today. And it?s about belief. Frank Lowe was presenting a mech, genuine artwork, that physically was the ad that was going to run. Changes were made by hand, scalpel and glue. And that took time. Because of that, it was essential that everything, layout copy, typography, flyshit, was 100% right before even getting to that stage. Hence the drama of ripping the mech. Nowadays, you get a Mac visual. The problem is that everyone, client included, knows that if you want to see the logo 40% bigger, shift, alt, apple key and a few hits of the ?>? key and it?s done. Headline in a different font? Of course. Change colour? Be my guest. If it?s not difficult to make these changes (be it ?just to see? or ?just fucking do it?) how much of a chance has today?s account man in resisting the junior client?s amends? This is where belief comes in. It?s even more important now than ever that we believe in the work we do. That we believe that the idea we?ve created is the best and most memorable way to communicate the strongest proposition to people out there. That the headline is the best/most succinct/wittiest/most shocking/fastest communicating headline that we could write. That the layout is the most arresting/beautiful/un-self-indulgent/cleanest evocation of the idea we could create. That the photograph or illustration is the most striking/original/stunning visual manifestation of the idea. If we, creatives and suits, really believe all that, then whoever is selling the ad will be in a position to say ?No? to the last minute changes. If we don?t, what are we doing trying to sell it? And that?s the point. Frank Lowe didn?t rip the mech up because he didn?t want to do the changes. He destroyed it because he believed in the ad. Like all legends, advertising or otherwise, there?s a central moral that still applies today.

And it?s about belief.

Frank Lowe was presenting a mech, genuine artwork, that physically was the ad that was going to run. Changes were made by hand, scalpel and glue. And that took time. Because of that, it was essential that everything, layout copy, typography, flyshit, was 100% right before even getting to that stage. Hence the drama of ripping the mech. Nowadays, you get a Mac visual. The problem is that everyone, client included, knows that if you want to see the logo 40% bigger, shift, alt, apple key and a few hits of the ?>? key and it?s done. Headline in a different font? Of course. Change colour? Be my guest.

If it?s not difficult to make these changes (be it ?just to see? or ?just fucking do it?) how much of a chance has today?s account man in resisting the junior client?s amends?

This is where belief comes in.

It?s even more important now than ever that we believe in the work we do. That we believe that the idea we?ve created is the best and most memorable way to communicate the strongest proposition to people out there. That the headline is the best/most succinct/wittiest/most shocking/fastest communicating headline that we could write. That the layout is the most arresting/beautiful/un-self-indulgent/cleanest evocation of the idea we could create. That the photograph or illustration is the most striking/original/stunning visual manifestation of the idea.

If we, creatives and suits, really believe all that, then whoever is selling the ad will be in a position to say ?No? to the last minute changes.

If we don?t, what are we doing trying to sell it?

And that?s the point. Frank Lowe didn?t rip the mech up because he didn?t want to do the changes. He destroyed it because he believed in the ad.

]]> By: dave http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/#comment-8960 dave Wed, 30 Jul 2008 21:27:36 +0000 http://cstadvertising.com/blog/?p=43#comment-8960 Scamp, please be my guest. You're always welcome to use anything on here without asking. Scamp, please be my guest.
You’re always welcome to use anything on here without asking.

]]> By: Scamp http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/#comment-8959 Scamp Wed, 30 Jul 2008 20:51:56 +0000 http://cstadvertising.com/blog/?p=43#comment-8959 I have heard Frank Lowe was a truly great account man. No doubt his stint selling carpets in New York didn't hurt! I'm not entirely convinced that it takes greatness to prevent a junior client from making changes to an ad that his board has already approved, but I do think we should big up account handlers more often. All they ever seem to get from Creatives is stick, and that isn't fair. With your permission, Dave, I may write a post on this and link to yours also. I have heard Frank Lowe was a truly great account man. No doubt his stint selling carpets in New York didn’t hurt!

I’m not entirely convinced that it takes greatness to prevent a junior client from making changes to an ad that his board has already approved, but I do think we should big up account handlers more often. All they ever seem to get from Creatives is stick, and that isn’t fair. With your permission, Dave, I may write a post on this and link to yours also.

]]> By: dave http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/#comment-8958 dave Wed, 30 Jul 2008 15:31:07 +0000 http://cstadvertising.com/blog/?p=43#comment-8958 Hi Jane, I didn't mean we should always beat up clients. I meant the best account man are always being creative with their thinking. Doing whatever it takes to sell an ad. Actually I have a more modern version of that sort of thinking from a female account handler. I'll make that another blog, thanks for reminding me. Hi Jane, I didn’t mean we should always beat up clients. I meant the best account man are always being creative with their thinking.
Doing whatever it takes to sell an ad.
Actually I have a more modern version of that sort of thinking from a female account handler.
I’ll make that another blog, thanks for reminding me.

]]> By: Jane Sample http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/#comment-8957 Jane Sample Wed, 30 Jul 2008 14:39:20 +0000 http://cstadvertising.com/blog/?p=43#comment-8957 Dave, I have really been enjoying your blog. And this story did not disappoint. I do wonder if a situation like this would end differently today .... Dave, I have really been enjoying your blog. And this story did not disappoint. I do wonder if a situation like this would end differently today ….

]]> By: dave http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/#comment-8956 dave Wed, 30 Jul 2008 11:33:46 +0000 http://cstadvertising.com/blog/?p=43#comment-8956 Liam. I agree, creativity doesn't just exist in the creative dept. Often it's not even in the so-called creative dept. As de Bono said, "A lot of people call themselves creative who are actually mere stylists." Creativity is quality in what you do, not merely a job title. And John, the education system is run like a conveyor belt, so you're right, it turns out conveyor-belt thinking. Under this system you are punished for thinking differently and rewarded for accepting the concensus. No wonder the products are safe, predictable, and commodotised. Liam. I agree, creativity doesn’t just exist in the creative dept.
Often it’s not even in the so-called creative dept.
As de Bono said, “A lot of people call themselves creative who are actually mere stylists.”
Creativity is quality in what you do, not merely a job title.
And John, the education system is run like a conveyor belt, so you’re right, it turns out conveyor-belt thinking.
Under this system you are punished for thinking differently and rewarded for accepting the concensus.
No wonder the products are safe, predictable, and commodotised.

]]> By: john http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/#comment-8955 john Wed, 30 Jul 2008 11:07:51 +0000 http://cstadvertising.com/blog/?p=43#comment-8955 Hi Dave There seems to be a swelling consensus of opinion that creativity is thin on the ground these days. That characters are no longer in abundance. Why do you think that is, if it is? Could it be that advertising/design seems to attract the kind of social class that is too much university and not forged through adversity? Could it be that not enough creatives are truly walking amongst the people to understand the people? Hi Dave

There seems to be a swelling consensus of opinion that creativity is thin on the ground these days. That
characters are no longer in abundance. Why do you think that is, if it is?
Could it be that advertising/design seems to attract the kind of social class that is too much university and not forged through adversity?
Could it be that not enough creatives are truly walking amongst the people to understand the people?

]]> By: Liam http://www.cstadvertising.com/blog/2008/07/now-thats-an-account-man/#comment-8954 Liam Wed, 30 Jul 2008 10:00:36 +0000 http://cstadvertising.com/blog/?p=43#comment-8954 You were talking about creativity in previous posts and that is creativity at its best, something i doubt you'd find these days. Great stories. You were talking about creativity in previous posts and that is creativity at its best, something i doubt you’d find these days. Great stories.

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