So
the drafts are done, the Creative Director has gone for a slash-and-burn
and removed all the good bits, and the account handler is left with
something which must be printed up on nice headed paper and taken
to the client to sell. After a couple of weeks of toing and froing,
the result will be something which bears precious little resemblance
to the original draft and will inevitably give a lot more space
to discussing product features, available colours and range of sizes
than the agency is happy with. But that's life. It will be around
this time that rumblings will be heard within the agency that have
nothing to do with Pret a Manger crayfish and roquette sandwiches,
but rather along the lines of 'Why hire us to make advertising if
they're going to dictate the creative? Let them do our jobs, for
Christ's sake'. This is the part of the creative process known as
'The Great Whine'.
