7.
How to sell creative work
If you’ve worked in the industry for a few years you’ll have attended internal meetings that go something like this. The work is on the wall and everyone’s happy. The account handlers are confident it will meet the client’s objectives. The planner is sure it will ‘resonate’ with the target audience. The creatives are already online checking out BA’s lunchtime schedule to Cannes. All is ticketyboo, when a junior exec asks: ‘Who’s going to present it?’
The copywriter looks up from the BA website and replies, ‘Good work sells itself’. The senior account man nods knowingly and says, ‘I think we’ll let the advertising speak’.
At which point you might as well take the work off the wall, fold it neatly and toss it in ...
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