I can see my friend Sultie smirking at this header. Truth and advertising is as much of a possibility as me and a raise. (but then that’s another story for another time)

You see, I read this post by Dave Trott where he spoke of the need to be honest. He said in advertising, like in life, you must be honest. While I completely appreciate the sentiment, advertising lies in its exaggeration. In drama. In romance.
Okay so you migt say, give the fancy schmancy to the consumer but at least be honest with the client.
Now I think we can still be honest to the consumer but it’s even tougher being honest to a client. As in any service industry, in advertising too, you get business per square inch of arse licking. Gross as it is, it’s true. Don’t be surprised if you think your agency is fabulous but the numbers are still heading south. It’s probably a case of your agency doing that horrid TVC to keep you happy knowing fully well that consumers won’t pick up your product even if you paid them.
There is a constant struggle in agencies, to maintain this balance. Keeping the client happy and keeping his brand happy. Unfortunately they never lie on the same plane. Clients pay us the money, no wonder then, that sometimes the see-saw weighs in favour of the brand manager who pays by square inch.

CYA is an in-built program that runs in every professional’s lazy-ass body.

It’s short for ‘Cover Your Ass’ and it’s just the thing to employ if you’re too scared of getting into trouble. (which by the way makes you a wuss according to me)

CC is great when you want to say something to someone but think it’d be a good idea for others to overhear just so that everyone’s on the same page.

But sample this….

ME is sonal
CHA is the man Covering His Ass and CC-ing 5 people who have absolutely nothing to do with the project.

—
MAIL1: 13:02pm
me: Please confirm that this is okay. (nobody CC-ed)

MAIL2: 13:10pm
CHA: Please add these images, they’re missing. Let me know if you need anything else. (CCs 5 ppl + CEO for no reason whatsoever. Did he expect the CEO to take my case for not adding those images?!)

MAIL3: 13:11pm
me: Thanks. I’ll be taking care of the final prints and submissions tomorrow. It’ll all be within deadline. Will send you a copy. (had to CC those 5 +CEO. sigh)

MAIL4: 13:13pm
CHA: Just to check, you’ll incorporate the images in the final prints right? The ones I just sent you! (5 ppl CC-ed + CEO)

—

I’m thinking GAWD! of course I will. I just replied to your mail!

By now I was pulling my hair out because there was no way I was going to CC 5 people to just say “yes”. So I just called him up and replied.

This is a typical exmaple of CYA where you feel safer about your ass knowing that the big fish know you did your bit and did it on time. You know… lest some scumbag try to pin the fault on you.

Tch. Tch.

Wuss!

To put my misery in perspective for everyone, let me inform you that I work in Mumbai. A city which is about to face a nasty monsoon (they’re expecting 102% rainfall this year, whatever that means).

Last year was my first monsoon in Mumbai. Sitting at my desk in the basement I was quite paranoid about the rains since I’d heard plenty about Mumbai’s penchant for drowning.

On a rainy day during my first month in Mumbai, my colleagues from another unit from my basement started to pack up and leave at 3pm. Looking out I panicked as I saw the raindrops trickling down the little ventilator window.

Grabbing my umbrella and bag I decided that I would leave for home at that very moment (even at the risk of getting fired for taking an unauthorized ‘half-day’).

In my head, I was already revising my argument for leaving early.
I wasn’t going to let myself drown to death because of my job!! Enough is enough.

Okay, so basically it turned out the rest of them were leaving for a team party, and there was no threat of drowning to ‘death’ as I had imagined.

Yes, I returned to my desk and worked till 8.