It is important to remember that whatever you are producing it is the client who pays. His views must be paramount, if not always agreed with. Suppose your client insists on advertising his product on television when you believe his story could be more economically and effectively told in the press. For example, a photocopier which would only be bought by office managers and which would need fairly detailed copy to do it justice would be a waste of money to advertise on TV because the number of office managers in your audience is so tiny, and TV is not the right place to put a lot of product detail because time is so limited. It is up to the agency to persuade him to change his mind. Should he remain adamant, it may be necessary to point out that you will do what he wishes but that it is against the judgment of the agency. Even then, trouble will eventually boil up.
Good relationships and the ability to get on with people, including your own colleagues as well as your clients, are of great importance. After all, advertising is a 'people' business and you are a member of a team. Frequent meetings and possible disagreements can cause considerable stress. If advertising were an exact science, things would be easier, but again, because it is a 'people' business, there are plenty of jokes to lighten feelings of stress. The elaborate leaving cards prepared for colleagues going on to new jobs or retiring are a remarkable testimony to the good humor of advertising people who see the comedy in the serious daily 'grind' of their work.
If lazy, do not apply
Advertising is not a nine to five job. Clock watching has no place and everyone is expected to work as long as is necessary to do the job and to do so without complaint. Union membership is virtually unknown except for isolated technicians like film projection people. Agencies are run on the assumption that everyone will be prepared to work overtime, willingly. It is the mechanical that a block is made for printing. The photograph or illustration is mounted down in place, and headline, subhead and copy (the text) are printed and placed in position. This is then the accurate finished artwork for the advertisement that will appear in the newspaper or magazine.
The traffic or progress department monitors the advertisement's progress from the creative group to the newspaper or magazine concerned. They are ultimately responsible for its appearance in the right publication on the right day. Progress work may not be the most exciting job in advertising but it is a highly responsible and essential one.
The research department is often involved again at this stage when the advertising starts to appear in order to judge its effectiveness. At this point modifications and future developments in the client's campaign can be worked out.
Advertising are part of the campaign, then they will be shown in rough form, although 'rough' actually means very realistic and finished looking material.
This work is then 'presented' to the client, probably by the creative team, with the agency top brass in attendance, who outlines the campaign strategy with the media and research departments explaining their conclusions.
Such presentations can be nerve wracking occasions. Will the client like what you are about to show? A classic story is told about the unveiling of a vast poster showing a dish piled high with baked beans. After staring at it for a minute the client pointed at the picture and exclaimed angrily, 'I don't like that bean.' Mercifully, client's comments are generally more rational. But be warned they do not have to be.
It would be nice to think that this presentation is the end of it and that the client says 'Go ahead' and the agency produce the campaign. This may happen, but usually the presentation is only the beginning of the client and agency shaping the work into a final version. Clients like to think they are creative and often aspire to be part of the agency team creating and producing the campaign. So there are usually many meetings between all parties until the final approval to go ahead is given.
Finally, when any disagreements have been ironed out and all has been agreed, the creative team can start turning the ideas and designs into the real thing with the help of other colleagues, outside technicians and various specialists.
Television and radio commercials are normally made by outside production companies and sound studios under the supervision of the agency creative team and agency TV department. The skill lies in choosing the right production company and working harmoniously with them.
Illustrators or photographers are chosen for press or magazine advertisements or posters. The quality of illustrations and especially photographs in advertisements can be of the highest today and such work can cost thousands of pounds for just one picture. So keen is competition in this field that most photographers specialize in a single subject, for example, fashion, cars or food.
