Doyle Dane Bernbach Inc. Vice President, Copy Group Supervisor
chuukyuu What is the fundamental difference between DDB and other agencies in terms of creative freedom and atmosphere? How does the difference affect a copywriter?
Mr. Kollewe Well, I think I practically covered that in what I've just said.
You don't have to worry here about doing something that's out of the ordinary. And even if it does get turned down-and certainly we do get things turned down-it's probably because sometimes it's just too much even for us to present to a client, or for any of our clients to run.
But you don’t' have to be afraid of doing it. You have to get these things out of your system sometimes. And, in many cases, it might be just a one word change that really doesn't harm the ad but does take some of the edge off it.
I guess that's surprising to hear from a' creative person, because usually our image is that of "My God 1 Don't touch a single word of my copy. You're ruining it!" That's not true. We have to compromise, too.
After all, it is a business and the real mark of a professional is in knowing when to compromise. Knowing when you're going to hurt the ad and when you're not going to hurt the ad, and not just insisting on your own way.
It's like anything else.
It's give and take, and you just try to do the best you can under the conditions that prevail. Of course, we're lucky that we have the best conditions here. That's why even though we face the same problems as anybody else in another agency, in this one we come out with the better batting average.
chuukyuu How and to what degree is each member of the agency aware of the atmosphere?
Mr. Kollewe Well, everybody is aware of it. Certainly, the agency has the reputation that even if you just came in today you expect to be able to do better work here than where you came from. Although, maybe some people expect too much. I think we've had some people who came here and thought they could do pretty much what they wanted and were disappointed.
But again, it's a matter of discipline. There are restrictions in everything we do in life. And whether you've got an inch to move around in, or a mile, you have to do the best you can. Even a baseball player has to keep his homeruns within the foul lines.
chuukyuu Is there a sort of esprit de corp?
chuukyuu How does each member of the agency behave to live up to DDB's prestige and atmosphere?
Mr. Kollewe By doing the best he can. Not only for the agency, but for himself. Because the standards the people here set for themselves are as high, if not higher, than the standards we like to think the agency stands for. After all, what are an agency's standards other than the total of everyone's personal standards within it? I know that's pretty much of a generalization, of course, and there are exceptions.
But those people with the highest standards---and who achieve them in practice ---set the pace. You can't help hut measure yourself against them. Or anyone from any other agency who's really good. I suppose cnvy has as much to do with it as admiration.
After all, most creative people are pretty competitive. But whatever the reason. it works. There's a certain rub-off value in being surrounded by talented people that makes it easier to be better.
Please call us by our first name.
Our legal name, Olin Mathison Chemical Corporation, is 12 syllables long. It's not easy to say. Sometimes it's hard to remember. So from now on, while our legal name remains the same, we're going to call ourselves Olin.