Creative work in pharma can't win a pitch, but it can lose one. So how should clients judge work that might never run anyway?
What would be the skills 'creatives' look for in account people if we had the choice? And would a client's reply to 'what makes a great account handler?' be the same as an art director's or a copywriter's? These are just some of the important questions I pretty much never ask myself unless writing a... Continue Reading →
The odd thing about ideas, you will have noticed, is that when you see a good one you almost only have to hear the title and know. I often think about the pitch to movie execs that wouldn't have had to get too much further than 'It's called The 40 year old virgin' to know... Continue Reading →
The approach is this: You simply do whatever you need to, present the kind of work you suspect they will like and then get the client round to an idea you like once they are through the door and you are fully appointed. So why Justin Bieber? Think of it like dating. If you want... Continue Reading →
I once did a freelance stint in a German office of JWT and the CEO there was quite the cliche 'American' ad-man, not a German. An ex-creative director himself, he had a good sense of the process and was no fool. But we differed on some points, one of which was that he thought the... Continue Reading →
In consumer adland we often get the chance to experience the products we peddle. If we're lucky enough to work on a car account we get to do a driving day for a new model, if the latest beer is being launched we can down a few pints and really get a feel for the...ahem...taste.... Continue Reading →
Based on a (several) true story. "So we'd like you to pitch for our global business!" said the Multi-National, Multi-Million-Pound Advertising Client in to her mobile phone. "That's great news we'd be delighted to," replied the rather over excited MD, silently fist-punching the air. 'Wait till I tell the guys that we made the pitch... Continue Reading →