I (heart) The Process

Some of the best advice I got when I started out in this biz was actually given to me by our own Peanuts writer Chairman Jimmy. He said, "You have to love the process of advertising, not the ads."

It was kind of hard to accept at first. All that time flipping through the award annuals got me really loving all those awesome, pretty, and oh so clever ads. I wanted to make some of those.

But I've quickly come to understand from my own experience what he meant. The process of advertising is about making great ideas and then watching them die. And then coming up with new ideas, making better ads, and watching those die and then doing it all over again.

If you're in this game because you really love ads, the process will probably just make you one sad, bitter, pissed off person. But if you're in this business because you love the challenge of starting from scratch for the seventh time, even after you feel like the well has gone dry, and working late on something that will most likely die, then you're probably going to end up making ads that a lot of other people really love.

17 comments:

Ed Dron said...

Well said John! I don't think it's possible to consistantly create great ads if you don't love the process.

M Guy said...

Every "sad, bitter, pissed off person" here is that way because they're focused on their creative.

R. Williams said...

it really is all about the process, isn't it? the challenge and the flow of ideas...and what about when you have to start over after devoting MONTHS to one project? its what keeps us getting up in the mornings...

Merchant Cash Advance Guy said...

That's so truth! But I don't think that ideas die, they evolve!

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