Letters

Talent Is Talent Iwas going to let Debra Goldman's misguided opinion on youth in advertising pass [Postscript, Sept. 1]. But then I recalled a real-life illustration of the dangers of that kind of thought in your magazine. Two years ago, when I was an executive vice president and creative director for the world's third-largest agency, one of the young men featured as a speaker in your Adweek forum came to my office with a project. He needed the touch of "the young Turks," as he called them. An ad team by the name of Steve and Kevin. "The young Turks?" I asked. "Yes. They're the ones who did Campaign A, Campaign B and Campaign C. And this project needs a younger, irreverent approach like those campaigns," he replied. "Well, Mr. Young AE. One of your young Turks is 39. The other is 45. As for Campaign C, I did that one myself. I'm 45, too." Young Turks, indeed. Get a grip, Ms. Goldman. Or grow up. Talent is talent. And if it's good, it's ageless. Have you not heard of Riney, Ogilvy, Freeman, Clow, Reinhard, Postaer, etc.? Jay Montgomery Vice president, creative director Chappelle, Ciafardini & Associates, Cincinnati Action Auction On the night of Sept. 25, a group of advertising people got together for something other than an awards dinner or a Jeff Goodby keynote address. This was the first Madison Avenue Sellout, an industry bake sale of sorts, where more than a dozen agencies (and related companies) hawked their clients' wares in the name of the UJA Federation and the AIDS Initiative. For bargain shoppers, there was plenty to choose from, including the steal of the evening--a personal portrait shot by Matthew Rolston auctioned to Donny Deutsch for $700. For others like myself, the enthusiasm of those who organized and contributed to the event was palpable, and lent a good name to an industry that sometimes struggles to have one. Alan Blum President Blum/Herbstreith, New York Apple Sauce I take offense at the use of the term "crazy ones" to refer to great figures like Albert Einstein and Martin Luther King Jr. in Apple's new "Think differently" campaign ["Great Thinkers Grace Apple Ads," Sept. 29]. Also in the news story, a source is quoted as saying, "The smart ones will be able to figure [the campaign] out. The ones who aren't smart enough . . . will probably not be able to 'think differently' anyway." As a sane Apple user, I think TBWA Chiat/Day will alienate creative people, as well as the average American consumer, with these ads. What if everyone who isn't able to "figure it out" marches down to his or her local CompUSA and purchases a Windows machine? Apple has enough problems as it is. Christopher Friedberg Graphic artist Savory Flavors, Los Angeles Adweek welcomes letters. Send them to: Letters to the Editor, Adweek, 1515 Broadway, New York, N.Y. 10036. Or fax them to: (212) 536-1416. Letters may be edited.

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