Passion is Key
BECKETT NODAL, COPYWRITER
So much of advertising is reactive these days. It could be that everyone is so eager to be part of the cultural conversation that they’re practically falling over themselves to get something, anything out there. Or it could be that people are sitting on their hands, waiting for the next set of marching orders. Either way, it’s a dangerous approach to advertising. So dangerous in fact, that it sets the agency and client up for failure.
“So much of advertising is reactive these days.”
It has been our observation over the years that those who are passionate about what they do are always thinking about their work, whether it’s new ways to do what they do better, providing a better product, achieving a task more efficiently or contemplating the future of their industry. These are your role models, the passionate people of the world. Dedication to your craft means eschewing trends and momentary flashes in the pan for the long view. It’s passion that will put you ahead of the curve.
If you come to the realization that you’re not passionate about advertising, get passionate, dive in and learn and involve yourself as much as you can. If that doesn’t work, find your passion and whole-heartedly pursue it. You will always be better served as a leader in another industry than a follower in advertising.
If you are looking to hire an agency, look for the passionate people. They are the ones that may begin excitedly spouting ideas, or may ask you a hundred more questions about your business than you anticipated. They’re the ones that will fight for the best work to be shown, whether it’s theirs or not. They’re the ones you want because they will be the only ones that will care about your business nearly as much as you do.
“Don’t bunt. Aim out of the park.
Aim for the company of immortals.”
As David Ogilvy once said, “Don’t bunt. Aim out of the park. Aim for the company of immortals.” If you want advertising that stands out or even if you want to make advertising that stands out, bring your passion. Anything less won’t even get you to the finish line.