I’ve been in advertising for over 20 years. When I work with a client, I learn everything I can about their business and their vision, and what makes their story unique. If I spoke with her for two minutes and asked her what she did at the company, I guarantee you she would have said a hell of a lot more than “her team is smart, creative and hilarious.” In addition, the headline next to her quote didn’t have to be “build relationships and grow professionally.” That was just some young ad guy trying to frame the company as being a cool place to work (because you geeks will get to hang with hot chicks)

Also, I have art directed commercials and photo shoots. Every detail is worked out — the falling out of bed hair, the tight t-shirt, the position of her glasses, the tilt of her head. I could have made her look like the poster girl for a convent.

Written by

Ad agency creative director, writer & designer at https://guttmanshapiro.com. Former pro tennis player and peak performance coach for professional athletes.

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