Good Friend in PR was over in London recently. As ever, it was good to see him and we had a great time in a variety of river-based locations from Chiswick to the Royal Festival Hall.
However, there was a bit of grit in the oyster – in terms of his assessment of THIS VERY BLOG THAT YOU READ E’EN NOW.
GFiPR: “Don’t get me wrong: I love your theatre reviews. And it’s always funny to see how excited you get when writing about tits.”
E: “Do I write about tits?”
GFiPR: (Ignoring the question) It’s just that I think your blog has got a bit –
E.: “A bit “Dr. Huxtable” of late? A bit “Wow I love my children and isn’t there a lot of good in the world when you look in the right place”?
GFiPR: “A bit. You need to nasty it up a bit.”
E.: “Nasty it up?”
GFiPR: “Nasty it the fuck up.”
That’s me told. “Stop looking incredulous when Junior Clients talk.”, “You don’t need to wear a Sports Jacket to a Garden Centre.”, “Four fingers is too much.” – just tell me once and I am ON IT.
Which is just as well, because this new nastiness gives me the opportunity to write about someone whom I would happily kick to death: “Box Ticking Account Guy”.
Fucking HELL. Is there anything more detrimental to any kind of creative thinking than some tool hovering nervously by your “desk environment working space solution opportunity” or whatever the hell it’s called now, piping up if you’re going to be able to write “somewhere between 13 and 15 slides” (I’m not joking) on Brand X and the emotional journey of floor cleaning? I’m a Planner. I’ve been doing this for nearly twenty years. I could write a thesis on the agons and oppositions implicit within lavatory paper communications – so it’s not (remarkably) the revolting content that makes me want to smash things. It’s the bureaucratic, Health and Safety, fitting it onto a wall chart pettiness of it that makes me so angry.
This guy is the embodiment of “Process” and “Routine” – and whilst I appreciate that someone has to make sure that the work gets done at a certain time, for a certain deadline, this over-emphasis on how many charts, what the shitting chart background is going to be, and whether or not I’ll be using Clip Art curls my toes with such ferocity that they end up pedicuring my heels. When I’m wearing shoes. There’s a monthly “Work in Progress” meeting that we have with our clients, which is scheduled precisely to ensure that the many things that come up “out of the blue” in the process of developing communications, and which need approval, have an environment in which that can happen. It’s a period of time that is put in diaries to ensure that we can always – at least – be sure of THAT time with Clients, and if there’s nothing to approve, discuss or brief, we cancel the meeting.
So, what is Box-Ticking Account Guy’s brilliant approach to this regular meeting? To ask the Agency’s Business Directors to submit an agenda three weeks before it happens. That’s like scripting an improvisation, or scheduling some spontaneity (both of which I would imagine he would view as a very good idea). God! How I long for the return of Enthusiastic Account Guy and his passion for the work, over the Excel spreadsheets! Fortunately, he returns in mid-July, and he and I are already hatching a plan of enormous enormance.
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