Faking It And Not Lovin' It

Ever had to fake an ad? You know… like when you don’t exactly know whom you’re talking to or how you want them to respond? It’s hell, believe me. Because to begin with, you have to contend with half-wits who aren’t even from the advertising industry who go on spewing forth faux-expertise on communication. Hint: they could even be your colleagues. How spooky is that!

Mom! Dad! Someone! Why am I doing this?

And why are online advertising agencies treated like dirt?

Oh! I get it. It’s because they have troopers who can’t for the life of them understand the first thing about Target Audience and Desired Customer Response or how very important that is in the communication business. It’s because these troopers live in blissful ignorance, smothered by their own mediocrity.

Perhaps you could tell them that your Target Audience can’t for the love of God be ‘vaguely male’. Jesus! Who are we talking to? But then again you could give up and go dwell in the Himalayas and talk only to the Yeti.

Talking to the Yeti! Now why didn’t I think of that! That’s so much better than faking it.

4 comments

ivan's picture
ivan

I know the feeling. It blocks me. I can't move forward when the brief isn't clear.

However some who don't even understand the importance of a clear brief look at me as if I was dumb not to appreciate that we have the freedom to whatever we want, since there no "restrictions".

ellehcimeo's picture
ellehcimeo
3522 pencils

that's the problem, the word "restriction". the negative association that comes with that word. if we could just use the word "specification" in it's place it might help our clients make better decisions when it comes to the ads. instead of saying, we'd like to "restrict" the ad to a target audience of males in their 50's who are mid income, own their homes, have college education and families- let's try to redirect the thinking by saying- we'd like to "specify" to our audience who are males in their 50's who are mid income, own their homes, have college education and families, then we can also reach other markets because it will be identifiable to a cross section of the total population.

see the subtle differences?

i work for an inhouse agency, and i've yet to see a brief in the two years i've been here. i get a blank stare when i mention getting one. i stay because i believe i can have a positive influence on the marketing and messages that go out, even if it's minute. it's the tiny ripple that ends up as a tsunami, you know, the butterfly wings flapping on one end of the world causing a monsoon on the other end. that's what i believe. and i think through creative communicating, we can better help our clients reach their goals, and still allow them to slap each other on the backs in congratulations for their genius.

oh, i think i'm being smug. oh well, let's call it pride instead.

brandsurgeon's picture
brandsurgeon
693 pencils

You have a right to pride, missus. In fact, i think that as creatives, that's the only thing we've got... and the only skin tough enough to stand the bull that clients spew.

Sorry... but issues like these get me worked up easily.

---
Most times, worst enemies used to be best friends... and vice versa.

ellehcimeo's picture
ellehcimeo
3522 pencils

i think it's totally awesome that you just called me missus!

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