Gibberish Doesn’t Fly

by Erin Canetta

6 September, 2013

The last time it was my turn to write this blog, I had absolutely nothing I wanted to say. So instead of making up gibberish just to fill a spot on our site, I did as my daughter did today when she forgot her homework last night and I flew under the radar. I’m happy, but not proud to say I pulled it off (I think).

I was reminded of that same feeling—of not necessarily knowing what to say—when a client came to me the other day to design an ad concept for them and gave me a ton of other examples of what their competitors are doing. I wondered do we really want to just say what everyone else is saying which eventually waters down to nothing? Or do we want venture into the deeply creative process and come up with an entirely unique and effective message? I’m proud to say, we at TAG, never take the first option.

I’ve realized in the last weeks that our team has a unique way of turning out a message. We talk about the project, get excited, get stressed, knock our heads together, get excited again, possibly argue, then get inspired, then excited yet again, back to the creative, wildly inspired and presto! After all of that, we definitely deliver a message and most of the time it’s a bulls-eye. To be effective in this business is to commit to the process of self-emersion and, although you feel like you got out of a dryer when you’re done, it’s a ride that we all take together and by which we grow.

I’m proud to say that I’m the first hire at TAG and I’ve seen the bumps of a growing company. In terms one of our newest clients, B/E Aerospace, can appreciate—we’ve gone from the Wright Bros. to a Boeing 777. And like the aerospace industry, we are always seeking to improve on our past success. Reflecting upon my earlier statement, I don’t think refusing to turn out gibberish is necessarily flying under the radar. It’s just a refusal to be disingenuous. And at TAG, we always deliver a genuine message.