Wednesday 28 October 2009

Since when was I not creative?

It happened again yesterday, in a conversation with a headhunter. 

I’d asked if it was worth my sending in a CV because I saw they were after freelancers. 

“Probably not,” she replied. “We only really deal with creatives.”

“Excuse me?”

“You know, designers, web designers, artworkers. That sort of thing. Not copywriters.”

I first noticed this curious distinction creeping in at certain kind of DM agency four or five years ago. I’d get harassed Account Directors standing over my desk asking me to “come up with a couple of headlines and a para or two” so one of the ‘creatives’ could drop them into the layout.

Since then, it seems to have spread like a rash through the industry. 

Maybe the creative team is a thing of the past in a Project Managed, social media marketing age.

Or perhaps, like the lumbering land based ancestors of the whales, writers are actually de-evolving and sliding back into the warm, primeval waters of the copy pool.

Bernbach would be turning in his grave. 

Personally though, I’d rather take my chances in the swamp than a world in which any Mac monkey who can slap down a spread in the Screwfix catalogue is feted as  ‘creative’ while the wordsmiths don’t get a look in.

Thursday 22 October 2009

Hot Fridging





Apparently, one of the key indicators of recession is a rise in the number of people bringing their lunch to work.

Some agencies seem to have capitalised on this by investing in particularly small fridges, thus encouraging employees to arrive early so they can secure a place for theirs on its shelves.

For instance, I took this picture at 8.50am in the kitchen of a well-known south Manchester design agency:*




 The strategy can backfire though: Having finished earlier than expected, I grabbed my butties on the way out, only to discover at home that I’d made off with the Business Development Director’s brie and grape on brown. Sorry Julie.

*I feel it only fair to point out that since this picture was taken, the agency has moved into smart new premises that enjoy an expansive, American style fridge.

Thursday 15 October 2009

Words that tell you the job is dead in the water. No1.




















It usually happens like this:

You "What d'you think then?"

Suit " Sure, yeah I like it, it's good..."

You "But..?"

Suit "But I think what they're really after is something that Does Exactly What It Says On The Tin."

At least, that's what you think he said. What you actually hear is:

"Don't give me any of your clever, clever stuff, creative boy. I've got a client that doesn't know a bon mot from Bon Jovi and I don't want anything that's going to challenge him, or anyone else, or do anything  but state the bleedin' obvious in words of one syllable or preferably less."

And that's why I hate Does Exactly What It Says On The Tin. Because it's been appropriated by people with no balls to justify work with no imagination.

So the next time you hear it, accept the inevitable. Put down the phone. Take a deep breath. And do Exactly What it Says On The Tin.