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| Art work by Tarek Chemaly |
All proper, coloration me upset. Yesterday, an company despatched me a teaser for his or her marketing campaign. A really well-written teaser truly. I emailed again asking the title of that proficient copywriter and the reply got here again “the company”. My blood went boiling. Why? Let me let you know this story: A very long time in the past I had a significant presentation for an Arab consumer. A particular artwork director and myself did every little thing from A to Z. The presentation (by yours actually) was a smash. On the way in which again, we get a message from the company proprietor, whereby the consumer instructed him “oh it had your fingerprints throughout it”. And the proprietor was bragging about it although he had zero enter or data of the content material of the presentation.
Which brings us again to – NO, the company didn’t write the copy. A really particular particular person within the inventive division did. She or he toiled on it, wrote drafts or maybe spit it out in a single go (that is often my methodology truly), phrases got here out fully-formed or needed to be tweaked, perhaps that particular person got here up with the sentence whereas on the WC, or because it occurred to me as soon as a 9 P.M. whereas opening a fridge (fortunately the artwork director lived close by and was capable of rush to inform him what it was). Backside line: creatives must be celebrated, not simply businesses.
Additionally, a very long time in the past, I got here up with a superb thought for an advert. The inventive director ran with it, phoned the company boss who occurred on a enterprise journey in Tokyo and claimed it was his thought. The worst half is that the inventive director went to Prague to shoot the advert and got here again with a distorted and deformed finish product. However once more, this isn’t about me – one of many issues that “saved” me on this business is that I got here to it quite late, and already was dismissive of egos and accolades and awards and competitiveness – funnily on my cubicle at one of many businesses I inhabited was an indication “please depart your ego on the door”.
However I’m nonetheless upset. As a result of businesses don’t write copies, and businesses don’t include inventive concepts, and businesses don’t do unbelievable shows. It is inventive individuals who do. And there is nothing improper with giving credit score the place credit score is due. Once I ask who wrote the copy, please, don’t say the company did.
That inventive wanted to be celebrated.
