Today, I get a note from an A/E that their G/M didn’t like the negativity of one of the lines we used. In fact, they just didn’t like the whole concept so they asked if we can do it again.
After almost 100,000 scripts, rewrites are never an issue. It just amazes me how people with little to no creative experience are willing to dismiss and judge the creative just based on one or two of their own reads. Listen up---we work in an AUDIO medium. Our product is creating sounds that get attention—how then can you read copy and determine it’s too negative if you haven’t heard it in the context of how it's supposed to sound? How do you know if you don’t like a concept if you don’t hear it?
If you’re ever having trouble ‘hearing’ a spot, ask for a scratch read from your writers or production team. Even ask THEM for a dry read. It's good for your client, good for you. Or maybe you guys have some other suggestions you use to help make the spot come alive before it’s produced. Love to hear them..
Using your creative message to make your client,and you, financially successful
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