Ah, life at Saatchi. We show up at 9:30. We leave at 9. We work at least as many hours as any of the creatives, with just as much drive and more vulnerabilty. There is nothing to lose and everything to gain if only you can come up with a big idea in time. But the big idea is only part. Dramatize the benefit, surprise and delight the consumer, tie it back into the product and wrap it up with a zippy line. Try to draw it in a picture, present it to the class, let them tear you down, let them build you up, and get ready to start it all over again tomorrow. Ah, agency life. Be who you are, talk to different people, learn something new, try something uncomfortable, break for a drink and dream up something amazing. There are ways to make more money. There are ways to make more art. But more is not the issue. Today, they walk in and say, hey, can you learn everything there is to know about new zealand and maybe capture it's coolness in seven words or less so people in the UK will drop everything to move there? and tomorrow, the challenge will be something completely different. and that is amazing, and fabulous, and challenging, and stressfull, and exciting, and your head gets so full of ideas you think its gonna pop and you can't write nearly fast enough until you find yourself lost in your own exotic adventure and then for a little while you can't think up anything new so you churn your early ideas around in your head and think of the greatest ads you've ever seen. and then you have another coffee and distract another team and then sit down to find "eureka!" the solution to the problem and then its time for round two and ideas are flying fast and furious and it's time to start your marker comps cause the meeting is first thing tomorrow and it'd be great to get out early at least one night this week. Or maybe you dont find "eureak!" intead you find "email!" and "newspaper!" and "toothpastefordinner.com!" or maybe you find your head is empty and thats okay too cause its only advertising, and no one is going to live or die by your pen but maybe, just maybe, one day you'll make the world smile. Have a drink, lather, rinse, repeat.