It’s easier said than done.

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In an advertising agency, every department feels their job is the toughest and hence the most important part of the organisation. The client service department feels without them, we would have no business. They rant about how difficult it is to deal with clients, convince them and face them while presenting a shoddy job. Whereas the creatives counter-act saying, if client service is the body, they are the soul of the organisation; without them there would be no business happening.

Definitely it’s easier said than done. It is easy to say someone else’s job is less stressful and easier compared to the other. The truth is each person is meant to do a certain task he/she is trained to do. One can’t replace the other, at least one cannot be the best replacement for another’s job. The production team cannot design an ad, a graphic designer may not be the right candidate for media planning, the media planners cannot replace the copywriters. Hence each one is allocated to the task they are truly good at and each department is crucial and challenging in it’s own way.

Technically it’s easier said than done. As a copywriter, I feel my job is strenuous. It’s not easy to come up with ideas for the same product every week or think of innovative ideas for a run down product. But, for a change today I put myself in the shoes of a graphic designer to see what it’s like, trust me I was thanking my stars I was a copywriter and not the one actually executing it. As a copywriter you tend to fantasize, think beyond the obvious, have surreal ideas which are definitely easy to visualize but often impossible to depict or materialize. We say, we want the building to look grandeur, with nice…bright…eye-catching background…maybe  like the meadows of Europe, plus highlighting all the facilities so that the viewer of the ad is transported to another world yet knows the reality or nature of the apartment. And even though the designer comes almost close to your visualization, you say, it’s nice but could we have the building highlighted a tinge more…it is the selling product in the end. I don’t blame the designer for giving me a look saying, ‘are you kidding me?? you want all this…in a 3×15 black & white ad…right! It’s not happening!’ That’s when I begin to realize, that maybe I was being a little too demanding and dreaming a little too much.

Obviously it’s easier said than done. When the client service department comes to us with  a brief, we expect some amount of detail and clarity to hit the right target, while they say no more than 3 words…serene and peaceful location. So you’re telling me, out of  hours of meeting the client; you could decipher and conclude with only “3 words???” Obviously it’s not easy dealing with clients, especially when they are stubborn and don’t know jack shit about advertising, as they are worse than us copywriters in terms of being surreal and bizarre.

So, clearly it’s easier said than done. No one has the right to point fingers at another and definitely no right to degrade another without experiencing what it’s like to be in the other’s shoes. We feel the grass is always greener on the other side, but only when you take a step towards it you realize it’s the reflection of the sky on yellow that makes it look likewise.

Enjoy the ad 🙂

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Shhhh….I’m thinking…

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It’s true that ideas have moods. But no clever idea has ever been born in a quiet dark room (except the light bulb maybe), because ideas come from experiences of life, from exploring new ways in life, from life. In advertising, everyone has an opinion and idea about everything. There may be correct ones, smart ones, funny ones; but only the ones that sell are right. As a copywriter, you need to be able to sell the experience and feeling of the product rather than the product itself. As said by ad genius David Ogilvy, “The consumer is not a moron, she is your wife.” My question is, does that make copywriters better husbands? They can juggle words well, handle stress and  time management, present something ordinary in an extraordinary manner and they definitely know the trick to recreate magic from something old.

No one understands feelings better than a copywriter, which is why they are always packed with a mixed bag of emotions at all times. I sometimes feel nostalgic, happy, restless, angry all at the same time. A different feeling assigned to a different aspect of my life. But every piece of work I am assigned gives me only one feeling, that of excitement! It feels as though I have developed a dual personality, like is it possible to be a patient person by nature but an impatient driver?

What makes a good copywriter? Is it the idea, the insight or the intelligence? Sometimes you come up with a fantastic idea but it fails. Sometimes you are in sync with the consumer’s emotions and feelings but are unable to convince them. And sometimes you intelligently club a bright idea with insight but still fail to succeed. So, copywriters are expected to have multiple talents:

  1. One needs to be patient while conceptualizing not while executing.
  2. Be able to criticize other work and withstand criticism on own work as well.
  3. Find a way to relieve frustration, vent out anger and dissolve stress.
  4. Strive for perfection even it means to rewrite, rethink and recreate the same a 100 times.
  5. Observe people, places, activities; scan a situation and make an ad out of it.
  6. Get lost in a trance of creativity but realize the value of time.

As said by Yaro Starak, “Personality is a point of differentiation no one can copy.” It is what differentiates you from the crowd. But sometimes you have to step outside of the person you’ve been, and remember the person you were meant to be, the person you wanted to be, the person you are.