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HOW TO

How to Buy Bad Advertising
By: Pat Quinn
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    2007-04-20

    Table of Contents:
  • How to Buy Bad Advertising
  • Accordingly, not without...
  • This argument is...
  • What this guy...
  • A freelance team...

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    How to Buy Bad Advertising - What this guy...


    (Page 4 of 5 )

    What this guy should really be asking is why the agency concerned is producing second-rate work for him, yet is doing first-rate work for others. Either he is not getting his fair whack of their creative talent, in which case a little determined hell-raising in the right quarter will work wonders. Or he is not allowing the agency to live up to its capabilities. I don't know which it is, of course; but if I had to bet blind, I would put my money on the latter.

    So here's the moral to this sorry story. All advertising, when you really come down to basics, is in the hands of people called copywriters and designers. This applies whether the people in question work for agencies or for themselves as freelances. There generally ain't no difference in work standard or commitment. I know for sure that the sad experience of my correspondent is by no means a singular one. It is being repeated daily up and down the country. It therefore follows that what these hundreds, possibly thousands, of ad managers really need is nothing more than a good, local freelance writing/design team which knows a thing or two about client service.

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