Several
years ago, I worked for a full service Ad Agency. Full Service means that they
are capable of working with all types of media. TV, radio, newspaper, magazine,
bill board, everywhere. The agency was large and well respected. Award winning
in its industry. They were featured in ADWEEK, the industry magazine.
I made
friends with the creative VP, and was able to see how ads were made. WOW! I
would have never thought. The creative group was the front end, and would spend
most of their time, thinking of ways to sell something.
This creative
group ideaed, (looks strange, but that’s
what they called it) some of the very best commercials, Some were Iconic. Think
of the 1976 Ford commercial with John Wayne.
This
group met once a week, to think up headlines. Catchy, funny, provocative, heart
breaking, A headline for everything, designed to pull you in, wanting to know
more.
Ad Agencies
were measured by the dollar. It seemed that the money just rolled in. Commercials
are everywhere, when you’re the agency that makes the best, the sky's the
limit. The headline group, who only met once a week, added another Day.
Well,
you can see how this goes, A good Headline is very valuable. It's a shame, that
it has fallen so far.
The next
few posts will highlight, actual Headlines and stories that reflect this fall. Because Blogs are backwards, it will be the post before this on.
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