by Artwell Nwaila (@artwelln) Let’s be honest with ourselves — ad agencies are magnets that attract the most out-of-this-world people. It’s what makes us who we are; without the crazy folk, the industry would be boring. Let me introduce you to seven industry stereotypes you’re likely to meet in an advertising agency.
1. The daddy CD
This is the creative director who has been in the game so long that s/he sometimes arrives at pitches without his dentures. This person is creatively brilliant and cracks out ideas like there is no tomorrow.
The only thing is that this person has no clue how to unzip a folder, reply to Whatsapp or switch his or her BlackBerry to silent. Now try work on a digital campaign with this person …
Word of advice: Stick very close to this person as s/he is a treasure chest of wisdom, generally more than happy to guide and mentor anyone who is willing to learn. If you do this, you will be one step ahead of the game.
2. The overachiever
This person is usually in the client service department. S/he is highly energetic, super-ambitious and super-psyched to get the job done. The only problem is that ambition does not equal results. We as creatives are very weary of this breed of human being as s/he always makes his/her way past the interview phase and then makes our lives miserable.
Word of advice: Always seek a second opinion when being briefed or instructed by these people. Have a little patience and, in good time, they will catch on — or so you hope.
3. Traffic cop
This creature, generally referred to as the traffic lady, usually suffers from short-man syndrome, even if not short. S/he is not to be tampered with or fed, as s/he does bite. Tread carefully when dealing with this creature as s/he is the gatekeeper to getting things done.
Word of advice: Make this person your best friend. In my entire career, I have made it a priority to not only be friends but good friends with traffic people. Having this person on your side guarantees you good briefs, with well-managed time lines and chocolates.
4. The “lean-on-me”
These are the creatives who have been in a mid-level position for the past 10 years because they can never come up with their own ideas. What they do is lean on other people’s ideas and makes them their own. They assume no one notices — but we see you and we keep you employed — only because you make a killer coffee.
Word of advice: I try to spot this kind of person very early in employment. I then challenge this staff member to conceptualise and share unique ideas as often as possible. The reality is that it’s also the manager’s fault for not noticing a creative who lacks confidence and rectifying accordingly.
5. The ad man
This is generally someone in the client-service side of the world, who is usually extremely well-dressed, with hair
gelled back and a cigarette dangling freely on the lips. S/he is quick to wine-and-dine a client at a fancy hot spot when the need calls.
Word of advice: This person knows how to party and we like people who know how to get down
6. The questioner
This is the person who asks a ton of questions at the end of a two-hour meeting. We all hate this person. If you are reading this and thinking “We don’t have this person in our agency”, then it’s you I’m talking about.
Word of advice: Don’t invite this person to your meetings.
7. The “that’s IT” guy
This is the very unsociable IT guy who hates everything, including puppies and kittens. Calling him for tech support is about as scary as asking the traffic lady out on a date. Every question you ask receives a one-word answer and a look that says “You are an idiot.”
Word of advice: Just like traffic, be friendly with this person for obvious reasons — IT emergencies will be sorted superfast. Also ensure you always have space on your external hard drive as these guys have all the latest series.
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So that’s the first batch of characters you’ll find in an agency. Keep an eye out for part two, where I’ll expose even more strange people from adland.
Artwell Nwaila (@artwelln) is a creative director at Offlimit Communications, as well as founder and publisher of the award-winning SA Creatives (@thesacreatives), a network intended to help creatives move their professional lives forward through showcases, news and a freelancer directory. His monthly column on MarkLives, “Creation”, is a humorous take on life in the creative world, seasoned with practical advice based on experience.
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