April 7, 2005
THE THEORY OF MONEY RELATIVITY
There is a tendency in our business to have amnesia when it comes to the value of money. A lot of people tend to think advertising money is less like real money and more like Monopoly money. It’s truly bizarre for someone to work night and day for an entire year to earn a salary of $50,000 and then remark that they “only” have $50,000 to shoot a photo.
We constantly remind ourselves to keep money in context. With $100,000, you could build a very nice house and live in it forever. Or, with that same amount of money, you could shoot a TV spot that’s 30 seconds long and will run for a few months and then go away forever. Don’t lose perspective. It is never just a number. It’s real money.
| By widgeteer | 2:56 PM
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