Posted by Kevin Lofgren.

This really happened:

I was having lunch with a traditional agency account executive and we were discussing how the creative team can think their work is great, but if it doesn't get results, it wasn't that great after all. I thought we were on the same page, saying the same thing. Not quite.

He said, "Yeah, I know what you mean. I always tell my creatives that if I can't sell it, it's not good creative."

I replied, "Well, it's really not good creative if it's not effective."

"Yeah, but that doesn't even matter if I can't sell it."

To which I answered with a grin on my face, "Well, if you can't sell 'effective,' then you have a different problem."

I received a grunt of disagreement before the ol' change of the subject occurred.

This, folks, is why we're different from those guys.

And that's all I have to say about that.

kl