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June 26, 2011

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The thing is we want to be judged by output, not input, so if you like the work at the end, it means everyone has done their job well. When planning big talks itself but the work produced is bland or category convention, I always feel it's more an attempt to shift focus from their respomsobilities because in my mind, the great agencies work together rather than have departmental silos.

At least that's what I think.

And for the record:

http://tinyurl.com/287xhuz

Okay, you win, you mentioned it. :)

But on the bigger point, couldn't agree more. All the silo does is disconnect people from the work, which makes them lose that feeling of ownership, love or perspective for what they're there to do. Like your job isn't to make a killer brief, deck, argument, whatever - but to get to the best work. Seems like it should be obvious, but also seems like it's easy to lose that perspective at many places.

"Nobody wins awards for writing a brief" - ad school teacher, when I told him I planned to switch from copywriting to strategy. Fortunately, this "you won't get any glory!" warning hasn't come to pass.

In my experience, agencies themselves usually understand that awards and great work are the result of fantastic work from every department. The advertising press seems to be the problem. They are missing out on the best and most interesting story.

Looks like I might have spoken too soon. Of course, today Adweek comes out with an article about this very thing.

http://www.adweek.com/news/advertising-branding/pg-does-dan-wieden-s-bidding-132903

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