Archive for February 4th, 2008

Helping People First

The other day I started thinking about where ad people rank on the Morale Ladder.

I’ve heard from numerous sources that we’re comfortably snug between crack dealers, prostitutes and litigators. I don’t know which one appeals to me more. For the last 15 years I’ve been writing copy for ads, architecting ads, selling ads, you get the idea.

I spent 3 years in Europe learning how to write ads. I spent 2 years at the first true digital agency in Toronto (Modem Media… wurd up!) learning how to architect ads and write for ads in the online space. Good times.

As I get older I can’t help but think it’s time I started doing something bigger. Something better.

A few years ago I considered quitting advertising all together to become a fire fighter. Seriously. My wife had to talk me out of it. I wanted to help people more than save a life. OK, the calendar thing is cool but I just wanted to help people.

When I architect sites for my clients, I want to help the consumer more than I want to help my client. Naturally, happy consumers help clients in so many ways. Sometimes I want to tell consumers “Stay Away from This”

Then along comes the “un-agency” trend.

Idris Mootree, Online Spin, Jon Campbell… they’re all talking about it. David Armano summed it all up for me:

“If some agencies don’t fix their culture problems—they may find themselves with talent who look the part but don’t actually play it.”

Now is the time for innovation and helping people first.

Today I announced my resignation from Capital C. The immediate goal is to rekindle my consultancy practice with a focus on experience planning and social media. The blogosphere has guided me in my decision, and I know they will be there for inspiration and consultation.

BTW – Drop me a line if you know anyone looking for a planner. I’m officially for hire.


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