Is it fair to judge our work?

The inspiration for this question stems from my family’s wily observations. When I was in the advertising game, no one in my family understood what I did, exactly. They didn’t see how it was that I spent 90 hours a week at the office, worked most weekends, never had time to visit them, was always busy… just for some regular old TV, print, or radio ad, nothing particularly remarkable, or at least noting worth having invested so much time and energy.

It’s natural for friends and colleagues to criticize/judge our work, but at what point are they really evaluating OUR work? The agency process and client filter is so tight, it’s a rare thing when you see on the air (or in print) the idea/concept you originally came up with. The end product is hardly ever “our baby” and nothing to be particularly proud of, which is frustrating when you take into account all the energy put into it.

This is why it’s common to be met with blank stares and feel-sorry-for-you eyes when you mention to outsiders that you were involved with whichever campaign… and which you eventually have to provide the “Well, the original idea was awesome” disclaimer.

The evidence is right there. Open up your local newspaper or magazine. Turn on your local TV and radio stations and judge the work of your peers. I guarantee that 97% of what you come across you will consider mediocre at best, that you could have done a better job if you had the account. We tend to forget that the end product does not reflect the caliber of talent behind that particular piece.

The sad thing is that this is what we are judged on. New business opportunities, potential employers, and the respect of our peers… these are the people that look at our work and say, “Where’s the yogurt?” As industry insiders, we know better. Too bad the other million and a half people out there still pity us.