One agency’s post-mortem checklist
 Yesterday I opended an e-mail from Digitas titled, “A DigBit: 20 things to ask ourselves each day” (scroll to the bottom of the Web page to see the list). I was intrigued. Written by ecd George Tennenbaum and originally posted on the agency’s blog, the questions are meant to be asked once an assignment is finished. Among the choice questions: Have you done the assignment or have you done the job? Will it scare the client? Will it scare you? Will it scare your boss? Will it scare general agencies? And finally: Will it make Digitas hot? (Did Paris Hilton help with the list?) If the questions aren’t asked—and, the implication is, if most of the answers aren’t “yes”—the consequences may be grave, according to Tennenbaum. Before his list he parades a group of “legendary” marketing companies, including D’Arcy and Needham Harper & Steers, that went out of business. You have been warned.
—Posted by Lisa van der Pool
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August 5, 2005 | Permalink
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Comments
Did they use that checklist on the NY Times "She goes straight for the magazine, I go for Arts & Leisure." ad? Because I'll be honest, that ad scares the crap out of me. For all the wrong reasons. Yea, general agencies are really shaking in their boots with that quality of creative.
Posted by: Keith | Aug 5, 2005 4:55:36 PM
Keith, presumably, if he thought the creative was up to snuff 100% of the time, he would not have come up with the list. I see this list more as a general rant against complacency rather than a warning to general agencies from an interactive one.
Posted by: John | Aug 8, 2005 7:16:00 AM
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