Thursday, September 17, 2009
Because it feels right.
Advertising is perhaps one of the most intangible commercial arts around. Or so i would like to believe. While, after a given period of time, you kind of figure out what works and what doesn't; but first time round it's always the gut feeling isn't it, the 'it felt right' stuff. Creative team's bete noires, the servicing and the business development team, with their oh-too-many B-school rationales always manage to outweigh the 'feels right' approach.
Now, how as a clueless copywriter do I go about rationalizing that? If you are the chairman of starbucks, you don't need to. Starbucks outlets in New York, house New York Times but not USA Today, why? Because the chairman feels right about New York Times. A coffee concoction gets a go ahead, only if the chairman or some hotshot at starbucks likes it. How's that for research?
As I ain't that lucky, I must find ways to come up with a rationale for why it feels good. I am reading up stuff, knowing the necessary terms and the all important jargons, just so I can protect my baby. On a totally different note, I really hate this term, gets me a lot of unpleasant memories you know, stuff like, “this campaign is your baby (read.. you will be responsible for any screw up)”.. However, anything for my baby. :D :D
nb - why do i have these hummer ads in here? because i like it. :) and, and because it's my space.
Oh yeah, i got to have my own agency. yep i do.