Of Hydras and Billings




The Hydra. Heard of it?

In Greek mythology it's one of the more notorious labors of Heracles, better known as Hercules. You know, the half-mortal son of Zeus who, for better or for worse, was popularized in a Disney animated classic?

A serpentine monster with several heads and fatal poison to boot, the Hydra was one of the more unique battles to say the least. As Heracles cut off one head, two more would grow back in its place.

See where this is going?

Sometimes I liken the creature and it's propensity for fear and destruction to the way billings root out the joy in the many self-proclaimed "creative" agencies. Unlike Heracles, I am not a demigod with the ability to take down monstrosities. Although I'm sure many of us in this business wish we were.

Every Wednesday morning, the entire creative team meets to talk about ideas and concepts. There was something strange about this particular morning meeting, though. I noticed an unnamed member of our Accounts department sneak into the meeting and grab a chair in the back corner.

Why was he/she there? Watchful and contemptuous with pen and pad in his/her lap, it appeared to be an interrogation of sorts. I felt a punishment coming, or in any case a firm lesson in discipline that reminded me of the Catholic school education in my childhood.

Image result for billable hoursCall it melodramatic, but the point of these meetings was to set aside non-billable time (1 hour) so that creatives could chat about the things that are inspiring them and work that they need extra eyes on. Think of it like grown-up show and tell meets arts and crafts.

Look, I hate drawn out meetings just as much as the next hermitic ad writer, but this is something special to the agency. Something, I should add, that I look forward to each week. Per usual, it's always free from the anxiety-ridden (with good reason) accounts people who would prefer us plugged in at our desks.

Is he/she there to track our time and efficiency?
To make sure we can pay for the ideas?
To censor conversations that may go against the agency newspeak?

His/Her only remark was made in regard to the cost of a packaging concept we were designing for a client.

More limitations. More rules.
More bullshit getting in the way.

Another example of efficiency overruling effectiveness.

One final note on the Hydra. According to the myth, the head at the center was immortal; only to be removed by firebrand and, once severed, buried under a mighty rock.

Oh, and the poison from the head?
Death from contact.

No good comes from Hydras or billings.
In both cases, we're dealing with some miasmic shit.

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