tag:blogger.com,1999:blog-6072420181476584961.post1371756412321275730..comments2023-11-05T04:01:12.146-05:00Comments on Ad Aged: How to kill an ad.george tannenbaumhttp://www.blogger.com/profile/10974259094860905139noreply@blogger.comBlogger6125tag:blogger.com,1999:blog-6072420181476584961.post-8704618511177326712013-01-17T07:38:06.249-05:002013-01-17T07:38:06.249-05:00Charles, I've got to be honest, your comment s...Charles, I've got to be honest, your comment scares me.<br /><br />Firstly, because I know there are creatives out there are really working like this.<br /><br />And secondly, because when phrases like "Innovative enough to get attention" can be trotted out as if that's an acceptable measure of creative work, then real advertising creative is properly fucked.<br /><br />That Bernbach quote is brilliant.Sell! Sell!https://www.blogger.com/profile/10702354938890218799noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-79439165762518554532013-01-16T08:54:22.129-05:002013-01-16T08:54:22.129-05:00My take on this is that most of the time creatives...My take on this is that most of the time creatives do what they want and then try to retrofit into the brief. If its on budget, answers the brief and is innovative enough to get attention then sell it. If the client has misgivings its either their nature or the agency is a bad fit The fiddling is human nature. Were not in the business of telling clients to F off. Very few can do that.<br /><br />CharlesAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-47945273889050185992013-01-16T07:35:50.720-05:002013-01-16T07:35:50.720-05:00That's right, Dave. I think Bernbach's exa...That's right, Dave. I think Bernbach's exact phrasing was "Approve or disapprove but don't try to improve."george tannenbaumhttps://www.blogger.com/profile/10974259094860905139noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-69036325923661533802013-01-16T04:54:31.113-05:002013-01-16T04:54:31.113-05:00George, that's similar in a way to the clarity...George, that's similar in a way to the clarity Bill Bernbach demanded from the client/agency relationship.<br />He told the Avis client, DDB's rule is you can turn work down completely, but you can't fiddle with it, alter it, or suggest changes.<br />You either accept it or reject it exactly as it is presented.dave trottnoreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-61634602069885363972013-01-15T22:36:36.804-05:002013-01-15T22:36:36.804-05:00This post made me laugh out loud. Loved it! I'...This post made me laugh out loud. Loved it! I'm a suit who's a straight shooter. If the creative is not right for the client I know how to tactfully reject it. Besides, I'm evaluated partially on the profitability of the account. So I don't want to waste time. But if you're presenting animation and its a bad fit with the client, my question to you is: we're you listening in the briefing? Seriously! If I tell you that 50% of the real estate in a letter better be devoted to x but when I get the first draft it's in there as an afterthought I'm gonna be pissed. Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-34499053124256946742013-01-15T11:01:47.704-05:002013-01-15T11:01:47.704-05:00Load that Glock of logic George. You call em as yo...Load that Glock of logic George. You call em as you see em, that's for sure. But you can't be making friends where you are. That type of naked truth is incendiary.Anonymousnoreply@blogger.com