I’ve not worked as an advertising copywriter since June 2013. I’m rather relieved about this. A recent Twitter post about difficult clients reminded me why, so I dredged this out of my ‘drafts’ folder. It’s a piece I wrote in March 2008 to try and illustrate why the traditional client/agency relationship in advertising was (and still is) screwed.
Imagine the scene…
Opens on a smart, glass-walled City lawyer’s office. Two people sit facing each other over a meeting table. They are lawyer and client.
Lawyer: “Now, Mr Client. Here’s the contract for the transaction. We’ve spent the last week working on it and it’s pretty much perfect. You’ll get the company, the buildings and the staff. They get £3.5m over five years, that’s what we agreed.”
Client: “Thanks – that’s great Mr Lawyer. Where do I sign?”
Now. Imagine another scene…
Opens on a smart, glass-walled advertising agency’s office. Two people sit facing each other over a meeting table. They are copywriter and client.
Designer: “Now, Mr Client. Here’s the copy and design for this year’s press ad campaign. We’ve spent the last week on it, tested it with customers and it’s pretty much perfect. You’ll get…”
Client (interrupting): “I don’t like green.” Continue reading