“Accepting challenge is almost a daily ritual to those of us on the creative end of the agency staff. It’s not so much the challenge of finding creative solutions to a client’s problem. These can always be found. Whether it’s through research, a careful study of operations, positioning, marketing strategy or just plain old fashioned common
Sense, the solutions can be identified and a highly memorable campaign can be built around them.
The hardest challenge, as I see it, is to provide the consumer in the marketplace with responsible advertising. Advertising that is honest, sincere and created to show some benefit. Advertising that is tasteful, yet touches the “want and need” button in the mind of the consumer. Advertising that answers questions rather than create them. And advertising that is directed to one person, not a crowd.
Walls lined with awards and statuettes for excellence in advertising is rewarding…both to us and, obviously, to our clients. But more important than the awards are the feelings. Feelings of satisfaction… feelings of a job well done…an doing it in a responsible manner. After all, once we leave our offices, we join the “consumer”… the very people we’re trying to reach with our message. Do unto others!”
John F. Neal, Vice President/Copy Director