For any capitalist, any businessperson, there are few investments that make better economic sense than choosing a smart, creative agency to craft winning advertising to sell its products or services. But some agencies are better than others. And some - maybe not most, but still many - are imposters that use commercialism to dupe serious businesses into making silly advertising that doesn't even pretend to achieve a company's marketing goals. Beware these faux agency types that don't have commercial success in mind.
Bad Words as Vernacular
Be on the lookout for creative people that try and sell their overly artsy work as serious commercial endeavor. Most agency creatives know they exist to sell products. But others are more interested in doing work that will win them creative awards and accolades and only see the commercial side as a means to their underhanded end.
For example, there was once a writer who thought that slipping inappropriate language into his copy would win him the applause of other writers who would judge him for awards. This poor hack would put an impolite word for one's backside into copy, under the pretense that it would shock his peers into handing over silver-plated trophies. He snuck the word and others like it into copy, claiming it was a valid use of the vernacular, over and over again only to have it excised like so much dead skin. Yet, he persisted. Finally, he managed to get the word into a print ad, but the publication the ad was presented to spotted it and refused to run the advertisement. The poor company who paid for the ad had to go back to the production table and re-do the ad at added expense.
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