What We Really Do All Day

Alex Bogusky refuses to be cynical (see December’s Creativity, or take my word for it). George Parker, on the other hand, does not entertain that particular daydream.

Many years ago, when I used to work for a particularly crazy woman in California, she made a statement that has stuck with me ever since… “Our job is not to create ads, it’s to manage the process.” I thought she was nuts, but as the years have passed, I’ve realized that as far as the fucked up ad biz is concerned: She was dead on. How many times have we sat in meetings that decided nothing, read briefs that stated the obvious, created numerous campaigns destined never to see the light of day, been kiss-ass nice to clients (and agency management) who you would rather drown in sewage? In fact, how much of your working life have you spent “Managing the process” rather than actually producing anything of worth?

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.