Editor’s Note: After 28 years in advertising—the last 11 at D’Arcy Masius Benton & Bow-les—Ric Anello is retiring from the agency business. Here he reflects on his experiences and shares some observations.
About getting that first job: Tough.
About getting out of the business: Even tougher. I believe people turn a corner after four years and advertising becomes part of their DNA.
About an advertising creative career: Very few other occupations offer the opportunity to engage in illustration, photography, music and film production. And then you get to see your contributions lift off the page and come to life.
About creative partners: It’s amazing what a difference the right partner can make. I’m guessing it must be something like cop teams. I know that while most of the art directors I have worked with have been talented, four have helped shape, if not change, my life.
About selling your work: In retrospect, probably some of the most valuable learning came from the flame-outs, but it never felt like it at the time.
About production: To paraphrase someone else—It’s not life and death, it’s much more important than that.
About account people: The best (unfortunately my own list is way too short) are critical to success, and the bad ones … usually are most responsible for failures.
About film directors: Ironically, same as with account people (except my best list here is much longer).
About clients: Very interesting relationship dynamics: Some were like parents. Others, like buddies. And one was even like one of my kids. But with everyone connected to great work—there was a relationship.
About the P.O.V. triangle among account service, creatives and clients: Well, the account people usually think the glass is half-empty. The creatives think it’s half-full. And the clients think the agency bought too big a glass.
About the ad journey: I end it feeling happy, appreciative and proud. But, most of all, I feel lucky to have been able to hang out with such cool fellow travelers along the way.
