Has anyone noticed that the highest turnover of staff in Romania is at the cashiers' desks in supermarkets? I mean I know we don't spend much time creating a connection with them people, but when you are a freak like me, looking for comfort in stability, you do look at these things and let me tell you in Romania cashiers don't spend much time in the same spot. I also see a lot of "Cashiers wanted" ads and it got me thinking that maybe it has something to do with Romanians not liking to do repetitive tasks. In France, albeit having spent only a short short time there, the cashiers were always the same, the same in London. True, they were mostly Chinese women but still...
And this reminded me of an interesting conversation I once had with Jack Supple of Carmichael Lynch (Harley AOR) who said that they had a special floor in the agency for people working on repetitive accounts like airlines or frozen foods. He explained that it took a special kind of creative, very much inclined to crafting and detail to do this type of work and not get cynical and leave. He said it was very difficult to find creatives that took pride in delivering a flawless airline schedule because usually people in advertising are looking for the big ideas and leave the detailing to DTP.
Maybe the same is valid for Romanian cashiers. Maybe they all think they really are the next superstar. Maybe the same is valid for Romanian creatives :-)
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.