The year was 2002. The day, I vaguely recall. But the events, crystal clear. It was my first creative briefing. A pitch on the new Samsung SyncMaster LCD monitor. I had done all my homework and carried it proudly in a large green file. Confident with sheets and sheets of researched material I had collected over the last ten days during endless visits to computer stores. Not to mention 6 parking fines. Downloaded any article or piece of information containing the letters LCD, I was shocked when the creative director directs his question at me; "So what is so interesting about this product?"
I began to fumble through my papers and nervously looked up to see five curious faces looking right at me. As I started to speak, I could see their curiosity slowly turning into ennui. The CD suddenly stops me from my babble and asks again: " What do YOU find interesting about this product?" After what felt like hours, I muttered "Oh...Um...I don't know." The CD then looks at me and says: "Well, you'd better find out." I was bummed. All this work. For nothing. Not only did I need to know everything about the product, its competitors, what the client thought or consumer wanted but also what I personally felt! Well, I can tell you now, I felt stupid.
And it was that exact moment, that marked the beginning of my relationship with advertising.
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