Turned out he had to keep working through our meeting, which was a large creative brainstorm on a new brand for a government program. I ran the meeting, solicited ideas, gave direction, pushed people for more thought, and bent, spindled and mutilated the results until we had three strong conceptual approaches.
The meeting ended and I asked the guy, "now do you get what I do?" He did.
I know there are a lot of advertising students reading this blog now, so this post is for them. I get a lot of people calling me and telling me they're interested in Creative Direction. I often get the impression that they think it's just like this:
Besides the fact that there's a lot less smoking, infidelity and on-the-job drinking in the real world than on TV (well, less smoking and infidelity anyway...) Creative Direction in a 45-person Ottawa agency bears little resemblance to the glamour of the golden age.
So, for all those keeners who have asked me what being a CD is like, here are my "to do" lists from this week:
- Studio Managers' meeting: planning for the week's expected workload. By noon, everything will have been changed, delayed or have had its deadlines greatly accelerated.
- TV concept presentation to federal clients.
- Brief on client Xmas e-card.
- Blog about our foster parenting campaign
- Internal meeting on new transit campaign.
- Prepare pitch materials on another campaign.
- Review updated banner ads.
- Meet again on Xmas card.
- Write partnership prospecting letter for client.
- Secure freelance francophone Creative partner for another project.
- Review brochure copy.
- Review super treatment for TV ad.
- Review more banner revisions.
- Review voices for TV voiceover re-record.
- Blog about Facebook ads.
- Get interviewed by Ryerson Student Radio on Social Marketing.
- Brief on new social media opportunity
- Re-present TV concepts to federal clients' boss. Major changes required.
- Direct voiceover re-record for another TV ad, over-the-phone, to Montreal studio
- Provide last-minute creative direction for Xmas card
- Check in with French creative partner
- Drive to Kingston for campaign wrap-up-lunch with St. Lawrence College (note: if you're ever in Kingston, I highly recommend Chez Piggy.)
- Drive back to Ottawa.
- Deal with several major crises that developed while I was away.
- Review and approve new voiceover for one TV offline, and new music for that one and another.
- Overnight: review and rewrite presentation for Friday pitch.
- Review, direct French creative.
- Direct English adaptation of same.
- Develop social media plan for new prospect.
- Finalize pitch deck.
- Blog about this. (How meta!)
- Rehearse pitch.
- Do pitch.
- Present new French creative (and English adaptation) to client.
- Present Xmas card to client.
- Go home for pizza & wine with the fam.
I've barely touched on evening and weekend work, or the fact that last week included four 12-hour TV shoot and post-production days in Montreal.
So, my keen young CD wannabes, I present to you the awesome reality of the job:
By the way, the moustache will be gone by next Tuesday. So if you want to help me kick cancer's ass, please donate to my Movember page at http://ca.movember.com/mospace/348858