Wednesday 18 March 2009

In praise of pitches

Speculative creative work, that too for free, is probably the most inefficient way of getting business; but it may also be the most effective way of training young ad men, particularly in account servicing. That's when they learn to ask questions and judge if work is on breif.

On the other hand, may be not. 

In workshop after workshop I have seen account servicing people applying their grey cells wonderfully. In office, the very next day, they'd all go back to being peons. I never understood why. Here they were getting all the praise in the world, and being promised that if they contributed similarly in real world, they will surely make more money, for themselves and the agency... yet, in the real world, they wouldn't even try!

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