THEY HAVE A ONE-TRACK MIND | Perich Advertising + Design

THEY HAVE A ONE-TRACK MIND

By Ernie Perich

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Nobody cares how grammatically perfect or imperfect the job starter was. Nobody cares how many meetings there were, or how painfully long they were. Nobody cares about the focus group results or how many peanut M&Ms you ate behind the mirror or how out of date Ed’s shirt from the second group was. Nobody cares who came up with the idea or that you changed “your” to “the” in the headline. Nobody cares how many typefaces or different shades of magenta you considered. Nobody cares how many miles you drove or red-eyes you took or soccer goals you missed or concepts you generated. Nobody cares what the creative director or the creative director’s mom thought. Nobody out there driving their cars or reading their morning paper or watching their evening TV allotment cares about the “branding process.” All they care about is the ad.