![\"\"](\"http:\/\/www.ankegroener.de\/razza\/..\/Bilder\/buecherfragen13.jpg\" "\\"buecherfragen13\\"")
<\/p>\nDas war einfach:<\/p>\n
<\/p>\n
e<\/em> von Matt Beaumont ist ein E-Mail-Roman, der in einer Werbeagentur spielt. Wir begegnen allen Klischees, die es so gibt, was daran liegen k\u00f6nnte, dass Herr Beaumont Texter ist und sie wahrscheinlich alle kennengelernt hat: die nervige Officetante, die lustige Massenmails verschickt, die CDs, die dringend und nur auf tropischen Inseln shooten m\u00fcssen, das versoffene Fu\u00dfvolk, die beknackten Kund_innen, alle da, alle bescheuert. Und au\u00dferdem stammt aus dem Buch mein liebster Satz \u00fcber Art Direktor_innen: “How many art directors does it take to change a light bulb?” — “Fuck it, I’m not changing a thing.”<\/p>\n Google kennt den Spruch allerdings f\u00fcr Texter_innen (da sag ich mal nix zu) und hat noch ein paar weitere auf Lager:<\/p>\n Q. How many account executives does it take to change a light bulb? Q. How many media people does it take to change a light bulb? Q. How many copywriters does it take to change a lighbulb? Q. How many art directors does it take to change a light bulb? Q. How many creative directors does it take to change a light bulb? Q. How many producers does it take to change a light bulb? Q. How many print production managers does it take to change a light bulb? Q. How many traffic people does it take to change a light bulb? Q How many junior designers does it take to change a light bulb? Q How many focus group researchers does it take to change a light bulb? Q. How many Social Media consultants does it take to change a light bulb? Q. How many freelance creatives does it take to change a light bulb? Q. How many marketing directors does it take to change a lightbulb? Q. How many clients does it take to change a lightbulb?
\nA. “How many would you like?”<\/p>\n
\nA. “I first need to figure how many people the light will reach, and then I can back out a number.”<\/p>\n
\nA: “Do we have to use a lighbulb? It’s so tired. How about illuminator<\/em>?”<\/p>\n
\nA. “Does it have to be a light bulb?”<\/p>\n
\nA. “Let me go to LA and find out.”<\/p>\n
\nA. “I don’t know. What do you think?”<\/p>\n
\nA. “Forget it. We don’t have the budget for a new one.”<\/p>\n
\nA. “All I know is that it should have been changed last week, and it’s not my fault.”<\/p>\n
\nA. 100. One to do it and ninety-nine to say “I could’ve done that.”<\/p>\n
\nA. “With what degree of certainty do you need to know?”<\/p>\n
\nA. None. You don’t change the light bulb, you build relationships.<\/p>\n
\nA. Ten. One to change it and nine to say “Why didn’t I get that job?”<\/p>\n
\nA. “It isn’t too late to make this neon instead, is it?”<\/p>\n
\nA. Three. One to screw it in. Two to hold down the agency creative.<\/p>\n