In the blog of the advertising agency Sell! Sell!, they revealed a little secret that advertising is all about people not process.
This is news to me. As a graduate looking to enter this agency, I’m constantly bombarded with agencies emphasising their differences, their “unique” creative or strategic process. Whereby, I then desperately attempt to draw out the highlights and essential main points of these processes, to establish “how I can contribute”, “where I can fit in” and so forth, in numerous covering letters and interviews. This Sell! Sell! post is therefore an insightful reminder that people do matter–
“People come up with the ideas. People make the advertising. Advertising is a people business. Work with really good people, and more often than not, you will get good advertising. It’s the same in really big agencies – if you look at an agency, a very small proportion of their people will make the vast majority of their best work.
But ad agencies don’t really want to accept this, and they certainly don’t want clients to know it. This is because people are not ownable. People leave, people get sick, people change career, or move to other companies. The people who run ad agencies don’t want it to be known that the key to great work lies in the hands of people.”
An insider account which is all very reassuring for a person wanting to go into the industry, who wants to work with lots of different and engaging people rather than get tangled up, like a cog in a machine, in some mysterious and overwhelming agency process.