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Most creative departments are long on craftsmen and short on showmen. (Part I)

14 Sep

part 2/2 come

Gods of Advertising

20130429-080336
“Behold, my creation!”

Lately, ny agency has made a slew of creative presentations. Two or three a week. Likely your agency is experiencing something similar. It’d better be. Like sharks, creative agencies don’t do well sitting still. We must hunt as vociferously as we farm, if not more so. The days of long-term relationships are so damn over I feel like it almost goes without saying.

Create. Present. Repeat.

For obvious reasons, most creative departments are built focusing on the talent piece, finding the right people, nurturing them and tweaking when necessary.

Typically, we hire folks based on their credentials. That and a couple of meetings. Barring a disastrous interview, if the copywriter or art director or designer, et cetera has a good book and solid references we hire ’em.

Alas, the presentation aspect of the candidate’s game is almost always underestimated. What choice do we have? Other than first…

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