Abstract
THE CREATIVE side of advertising is perhaps more maligned, more misunderstood and more misused than any other facet of the business. Its professional practitioners — and professional indeed they are (they have to be to survive in a very competitive world) — have a tendency to adopt curious titles and even more curious clothes, but remember when you next meet one, that perhaps, unlike yourself, they are not paid for what they look like but for what they produce. Copywriters and art directors, typographers and artists, photographers and studio managers are collectively the lifeblood, the raison d'etre, of the advertising agency. Without them no agency would have a saleable product of its own, without them many companies wouldn't have either the sales graph or reputation that they do.
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