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O-Sense
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I have always felt one of the best tools I brought to the job was when a sales rep brought me an idea for an advertiser (and they do come up with some good stuff sometimes). I could walk them through the creative process and together we could decide if their idea would translate into a good...
MoreI have always felt one of the best tools I brought to the job was when a sales rep brought me an idea for an advertiser (and they do come up with some good stuff sometimes). I could walk them through the creative process and together we could decide if their idea would translate into a good sales message. Did it convey the concept, or did it get bogged down in excess expository? Doing this also kept them from feeling like I was dismissing their thoughts out of hand if I went in a different direction. They could understand why it would, or would not, translate. Our experience as writers and producers allow us to have that "whole" view that we need, and can also be an opportunity to have positive interactions with our reps.
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Neil Holmes, Voice Creative, Charlottesville, VA
By Jerry Vigil
Though it seems most of the initial effects of consolidation should be behind us by now, there are aftershocks that continue to shake the production departments in many markets, and unfortunately, many Production Directors continue ...