Whenever I’m working on launching a campaign, there is one part of my job I never look forward to. Last minute changes? An ftp site that simply doesn’t work? Running out of coffee when I’m struggling with a deadline? Nope - the credits.
The credits - this simple list of who did what - has spectacular power in separating the men from the boys. Journalists who write about ad campaigns, whether it’s integrated, print, TV or viral, sometimes - but, and this is key, not always - request additional background information. They want to know the major players, so they can credit them. Sometimes accreditation is limited to name of agency, but mostly the executive creative directors, producer, director, art director and copywriter will be lined up to receive a bow. Does everyone who busts a gut pulling the campaign together get to see their name in print? No. But were they included on the credits list along with someone from just about every department who sneezed over this project? Generally speaking, yes.
I get it; you worked long and hard, above and beyond the normal call of duty to get this campaign rolling. You want some recognition for your efforts, especially if you are proud of the results. That’s why I’m happy to include your name in a small but perfectly formed don’t-mess-with-me credits template. I know a journalist isn’t going to credit everyone every time, but if seeing your name on a list on a website is going to help you sleep better at night, then sometimes you’ll be lucky.
What I don’t get, is how seeing your own name in print becomes the be-all-and-end-all to the perceived success, or otherwise, of a PR campaign. And why is it always the creatives who act out?
I can secure exclusives in leading NL, UK, and US publications, place interviews with key members of the team, and follow this up with campaign coverage in every major international industry publication. I can even get coverage talking about how much PR coverage there’s been. But if you don’t see your name in print, Mr Art Director and Ms Copywriter, or worse - you see someone else’s name where you think yours should be - then you’ll be throwing your toys out of your Bugaboo faster than I can say ‘Hollywood called, they’re loving your work’.
For the most part, people conduct themselves with a fair amount of dignity. An account director, a planner, or the guy who re-set the alarm this morning, is not especially inclined to make a fuss if their name doesn’t come up in a Google search against the latest campaign title. And let’s be fair, the majority of creatives aren’t either. But if anyone is going to shout at me on the phone, call me incompetent or generally bitch and moan, then, honestly, it’s going to be a creative.
My question is this: what is it about the creative psyche (or the way in which they are allowed to behave at work) which sanctions this kind of behaviour? Nature or nurture? Are creatives good at their job because this is a fundamentally ego-centric and volatile part of their character or through our misplaced hero worship - the creative is king! - have we created a monster?
Rather than a witch hunt, screaming that the PR is shit, or burning me as a lazy heretic, creatives need to appreciate that I don’t single-handedly control the media.
Suggesting that the success of a campaign comes down to your name in lights is arrogant, foolish, ignorant and just plain wrong. We all get it, a creative campaign needs creatives pulling their weight and doing a brilliant job. But wouldn’t there be more time for brilliance if you weren’t on the phone to me wondering why I’m deliberately persecuting you because you aren’t credited?
Dignity. Always dignity.
This article appeared on Monday 5 October at YouAdDaily.com.