{ Bluff your way in Advertising }

The other day, my copywriter passed me a photo-stated copy of an article from a book he got from a second-hand bookstore. It's pretty interesting.....Bluff you way in Advertising by Nigel Foster, first published by Ravette Books in 1988. It gives an insider's perspective of how Advertising actually functions (though it's 21 years ago, it's still pretty much the same now). As the book is not very thick, you wouldn't doze off reading it and you will love the author for his black humor. Totally sarcastic! If you guys can manage to find this book, do have a read. It's enjoyable.....


Taken from the book:

Creative Directors
The Creative Director runs the creative department, often the agency as well. Always be on the best possible terms with Creative Directors; when they leave to set up their own agency, they just might take you with them.


Art Directors
Art Directors are in theory responsible for the visual aspect of an ad or commercial. In practice, Art Directors will direct practically anything: the campaign, the account, the commercial, the agency, the client, and the personal lives of anyone they find attractive, or amusing, or both.

No-one is quite sure why Art Directors believe that they are good at everything - and why they are allowed to get away with it. Rumour has it this dates from the days when the Art Director controlled the supply of magic markers in the office; ot the Art Director was the only person who could put down Letraset without tearing half the characters.

Of course, nowadays everyone can have their own magic marker, while few Art Directors would demean themselves with Letraset (though with great cunning, most can Letraset with the best of them). You could hold the view that the exaggerated respect with which Art Directors are treated is because advertising people believe that:

1. artists can draw and understand perspective
2. Art Directors are artists
3. therefore Art Directors can draw and understand perspective

Bluffers know the fallacy here is the unconnected middle; namely, that any real drawing is usually done by an Illustrator or Visualiser.

What they think they do:
Produce superb advertising.
Co-operate with all their colleagues.
Battle bravely on despite those around them.

What they actually do:
Insist on trying to do everything themselves.
Reluctantly allow a small amount of copy to appear in a press ad (but only if it is set in six point)
Stare moodily into space for days on end.
Call in a freelancer when stuck for an idea.

How to handle:
Never flatter, never cajole. Always treat Art Directors as thorough-going professionals, even if they go missing ten minutes before a full client meeting. Always give them the credit for an idea the client thought brilliant, whoever actually thought of it. Find out who their favourite soccer team is, and get them the occasional ticket.


Copywriters
In many ways, Copywriters have the hardest job of all. For everyone, from the Art Director to the client, knows that they can write as good copy as the copywriter. Unfortunately they have more important things to do with their time.

In theory, Copywriters are responsible for all the words that appear in an ad, or the dialogue in a commercial. They are also supposed to produce those irritating tags and/or slogans without which no ad of any kind is considered to be complete. Should a bluffer ever become a Copywriter, the first thing to do is learn to draw. This will impress the client and infuriate the Art Director, and either way, you have gained a certain kudos.

What they think they do:
Produce superb advertising.
Possess a unique insight into the client's problems.
Write like a dream.
Have the ability to think visually.

What they actually do:
Spend days looking through books on great ads of the past for an idea.
Argue marketing strategy with the Account Handlers.
Spend most of their time working on their novel.
Drive the Art Director wild with strange ideas for the visual treatment of an ad.
Insist on writing all the camera directions for a commercial script.

How to handle:
Bluffers should first try wit. If that does not work, ask for help and sound as if you mean it. Never threaten physical violence. Overall beware Copywriters (male) with pigtails as they can be surprisingly unpredictable, and Copywriters (female) whom the managing director finds extremely attractive.