It’s not often that I greet the front page of Campaign with a whoop of joy.
Normally the news is pretty miserable, as accounts move around as urgently as a small ugly guy at an orgy.
Advertising being a tricky business to keep on top of, I’m usually on the lookout for some tips to guide me through the months ahead. That’s why I always keep hold of Campaign’s Annual Review issue, which costs a whopping £8.95 and comes out in December, containing innumerable lists of industry excellence.
It was back in the early 1990s (which, for my younger readers, was just after the Biblical Flood and just before the Italian Renaissance) when I had an epiphanic encounter with three obese people in a lift.
The immediate answer would seem to be, very little.
In fact quite probably, Buddha all.
It’s rather like the old Monty Python sketch where Graham Chapman as a charity collector goes in to see John Cleese as a City businessman. Cleese as the businessman is completely confused by the notion that he should give his money away, and expect nothing in return. He ponders over this concept, trying to look at it from all angles, but he can’t see the logic in it at all.
Losing a pitch is incredibly easy.
Because, overwhelmed by the talents and enthusiasm of four usually very good agencies, and having narrowed the brief down to an ice-hockey-sized goal – the clients will often whittle down the final list by any means possible.
Advertising is a young person’s industry because only young people are naive enough to think it could work.
That’s how it seems to me sometimes. But I guess there is some value in having senior members of agencies to talk to - because those people have “seen every problem already”.
I went up to Manchester last week to speak at the inaugural Freshtival get-together.
My speech was attended by the metaphorical one man and his dog. It wasn’t quite the smallest audience I’ve ever had – that was in Slovenia about 4 years ago, (when the metaphorical dog failed to show up) – but it was definitely in the all-time Bottom Two.