‘Smart guns’ are as useful as ‘young guns’

Rick Boyko’s “Short Changed” [A&C, Dec. 6] was on the money. Sorry for the pun, but it’s true.

As Mr. Boyko points out, young creatives understand strategy and are able to solve problems. They are more open to “out of the box” thinking than creatives who have worked years on an account (whose knowledge is good but can be restrictive). And yes, young creatives need to be paid better.

It’s all about “fresh thinking.” Fresh thinking that solves problems can also come from experienced creatives. Or from freelancers. The fact is, clients want good ideas no matter where they come from.

To me, there is a far more productive way get fresh thinking and cost efficiency in the structure of a creative department. Start with the “young guns,” as Rick calls them; then go to the “smart guns” (my term), consisting of a very large freelance talent pool; then the “reliable guns,” who turn out the day-to-day creative needs; and finally the “bigger guns,” who present and work closely with the clients.

As a resource to supply top creative people, I use the Internet to send work virtually anywhere in the world to agencies or clients who want additional thinking. CFOs would love the cost savings in paid vacations, heath benefits, profit sharing, etc. So smart guns, like young guns, can be vital to new thinking and problem solving.

I know there are shops outside major markets that may have difficulty getting these “young guns” to relocate. So let me suggest that the ad schools promote a “young guns” network (if they do, then promote it better) where agencies can tap the Internet to post assignments and see what they get back. Just in case, I’ll have the “smart guns” to work on freelance projects as needed.

George Tenne

Director of creative resources

The 10eGroup—Chicago

Glen Ellyn, Ill.

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