The Creative World According To Tug

Over at American Copywriter Tug McTighe has a few rules to live by, or at least ponder. Collect all 7.
Here’s just one:

7. Don’t blame the creatives for not caring after round of revisions 13.
Are you kidding? If your spouse asked you – no demanded – that you rearrange the living room furniture 13 times over the course of two days, stopping whatever else you were doing each and every time to do so because it “had to be done right now!” you would quickly stop giving a shit about where the couch and overstuffed chair were. In fact, you’d probably throw him/her and your cadre of Pottery Barn tchotchkes out the freaking window. So don’t blame the creatives when this happens. Man, it’s human nature to stop caring.
Besides, you should have killed that concept 10 rounds ago.

“cadre of Pottery Barn tchotchkes.” That’s some damned good writing.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • http://ktcatspost.blogspot.com/ K T Cat

    13 rounds working on the same thing? Hey, this sounds like Lean Six Sigma!