When I first started in the ad business I couldn’t decide if I was an artist, a craftsman, or a hack. Now I’ve come to realize that I’m all of those at the same time, maybe even on the same day. It may be a creative business, but business it is and sometimes in business you’re expected to fill roles. And if you don’t own the shop there’s not much point in arguing about it.

The irony is no one wants to work with a hack. And no one want to work with a prima donna either. Although they’ll never say it, what they want is  to work with someone who is both. Or which ever one they’re needed to be at any given time.

Fighting for work is admired and rewarded. But giving up the fight is also rewarded, just not admired. Just make sure you do them at the right time or you’ll be rewarded with a severance check.

How do you know when to fight? Think like you own the place you are responsible for both payroll and the professional reputation of the firm. Would you still be arguing the size of the logo? If yes, dig in. Producing great work takes combat skills. But knowing when to use them ensures you’ll survive to use them when it counts.

Imagine a triangle. On one side is pushing tobacco. The other side is glamorizing gambling. And the last side is exploiting children. When I started my career this was the terrain I promised myself I would never work. And I never have. And, frankly, my moral compass hasn’t wavered much through the years.

But I’ve never run a half-billion-dollar agency and had to balance these concerns against billings and still stand up for my beliefs. Although, Alex Bogusky may get too much praise for being a genius when many of those awards came from  the 80 hour work weeks of his creative staff. But he deserves it for what he’s doing now. Speaking out now about what’s bankrupt in our industry.

Ironically, all the praise that was lavished on him for busting his ass and grinding his employees into doing Cannes-winning work has dried up now that he’s voicing his conscious.  Seems we don’t really like whistle blowers too much. Press coverages says he “turns back,” and “disengages.” Aren’t you engaging when you offer a critical  assesent?

I’ve heard very little praise from industry leaders. Much less agreement that maybe he’s on to something. Probably the most positive things that have been said is “the industry will miss him.”

Maybe they’re scared their corporate masters will object or the press will call them hypocrites. Possibly they disagree. But I don’t hear any agency heads, creative directors or holding company boards saying he’s wrong.

What the good guys should be doing now is applauding and joining in a chorus with Alex. I’m but I minor voice in this industry but I’ll say Alex is right, “it’s the duty of adults in society is to protect it’s children.” (And don’t get me started on the Disney princesses.)

It’s understandable that folks are doing what they can to survive in the economy. Not everyone has banked the kinda cash that Alex has (me included) but the industry could probably benefit from a little more self reflection and so could the work. As it is much easier to be creative when you believe in what you’re doing.

Every creative in the business has a portfolio.

It’s our calling card, our proof of worth, and our stamp of identity all rolled into one.

Resume? Why do people even have those when a book says so much more about your ability to work wonders day in and day out?

It’s not just creative people that help to make a project great. Besides us creative people that carry books throughout our careers, great account people are also crucial to to getting brilliant creative produced. Yet so few actually have a portfolio. Shouldn’t they? Don’t they love what they do.

I actually worked with a few portfolio carrying AEs in California and Oregon. It wasn’t that many and I’ve often thought that as an industry we should try and acknowledge the contributions of the entire team that touches a project before it exits the door. When everyone feels ownership, everyone fights harder to make the work great.

When I work with an AE I want to know that she has the same passion for the business that I do. That she’s equally proud of the results of the results of her hard work as I am. I understand the emotional connection to the works isn’t the same with account folks — but shouldn’t everyone be proud of a job well done and be ready to show it off.

My fist hit the table this morning. I was feeling passionate. Really passionate about my work.

It’s an empowering thing – feeling so passionate about what you do that you’re willing to sacrafice your hand. The one you use to write with, which is how you make your living.

My job doesn’t save lives and it’s good to keep it in perspective. But that doesn’t mean I shouldn’t care deeply. It can have a profound impact on my client’s business and it also bares my creative signature. So I feel OK taking it personally every now and then.

Every creative person I know dreams about someday walking up to their client, their boss, their boss’ boss or whoever took a giant squeeze on their work and squeeze back. But instead they take yoga classes or just nurture their ulcers. I keep pictures of my little ones next to my monitor to make sure I remember what’s truly important.

In a creative business there are always enemies of the work. But like in most wars, they don’t know they’re the enemy — they just see themselves as acting in their own interests. For them it’s not personal so why the hell should I take it personal.

What I should really do is channel that passion back into the work. It can be therapeutic to harass that anger and write with utter ferocity. In fact, I wrote a pretty fun bulldozer campaign that way.

Pick two and only two sides

Today fast enough is the new good enough.

Fortunately, this will change and clients will start by asking for quality again, in addition to cheap and fast. The cyclical nature of business will cause them to demand memorable and even entertaining work again.

Do you have a plan for this eventual turn back toward quality? Are you still trying to do the best you can with every project? Or have you been consumed by the apathy bug and just trying to get the project out the door on time? The worst situation you can find yourself in is focused only on fast and cheap when your clients want good again. So ask your self on the next rush job – is this as good as it can be, or is just cheap and fast enough?