Kudos to Creativity

Bravo to Steve Novick for his article on not draining life out of commercials [A&C, March 11].

How refreshing it is to have a senior creative actually put into print those evil words, “impossible to script in advance.” Our business has become increasingly restrictive on the premise that creativity can be obsessively controlled to create a predicted outcome. No one seems to notice that the bulk of advertising falls far from the mark.

I look forward to hearing Novick spread the word. I’ll be doing the same.

David Claus
Associate creative director

Any Hope for ‘Global Advertising Inc.’?

Upon reading Michael Gebert’s “Man Overboard” [A&C, March 18], I thanked my lucky stars that I’m currently “resting,” because the latest megamerger can only add to the anxiety felt by employees of conglomerate-owned agencies.

If they’re working at D’Arcy in Detroit, I’d suggest they quickly polish up their French. Their colleagues in St. Louis didn’t even get the chance to say a quick “Bonjour” before the guillotine fell. And the folks at FCB must be praying for some more acronyms right now, namely GM through IPG.

However, the most recent round of musical chairs does seem to offer a ray of hope for creativity, if not employ ment, in agencies that are a part of Global Advertising Inc. Megaclients of agency conglom erates appear more cautious than ever, meaning a Madison Ave nue promise of Chinese walls is becom ing as worthless as a stock option.

So, if they haven’t gained a place on a megaclient’s roster, options for agencies with megaparents are somewhat limited. Increasingly unable to pitch any accounts that could be seen as a conflict, “big boys” will soon be visiting dry cleaners, guitar shops and pet parlors across the land. Freed up from the restrictive processes big clients can sometimes impose, creativity will flourish.

Of course, they won’t make any money, but who does at the moment?

Mark Thompson
Resting account planner
Santa Monica, Calif.

In an IQ story [April 8], Adweek neglected to mention that Blue Dingo in New York did Web site strategy, concept, design and development for the Mennen Speed Stick ad. And in an IQ report card [April 8], Agency.com’s 2001 revenue was misstated. It was $116 mil lion, a 37 percent drop from 2000.