My first job after graduating college was at a 2,000-person ad agency by the name of BBDO Detroit. This vast ad machine handled every bit of written, spoken or otherwise broadcast publicity about its only client, Chrysler. I handled the trafficking of broadcast materials, in other words, television commercials and radio advertisements, later acquiring print trafficking duties as well. Running all over that agency, back and forth between two six-story buildings, chasing down copywriters’, ad directors’, and vehicle claims experts’ approvals, I felt that this mega advertising institution was infalliable. It was a large churning wheel and I was just a speck clinging to one of its many spokes. Six weeks ago BBDO Detroit announced it would be closing forever.
Emails flew that day between my friends and I, still close even years after our time together at BBDO, expressing our sadness, and even though we had known for months that this was coming, our shock. Unfortunately, layoffs and business closures are common topic for a city whose unemployment rate routinely hovers at 17 percent. The 485 people who still work for BBDO will be dumped out into the already-floundering local marketplace within ninety days. All I could think about was the agency’s annual Halloween party. The production team would put their rich stockpile of old tv spot props to good use, creating a 5,000 square-foot fete in the mode of Little Shop of Horrors meets Coney Island, complete with a working pushcart popcorn maker and sinister laughing clown faces.
I remembered learning more about Nascar racing than I ever would have cared to, rushing to get Kasey Kane’s “race win” ads out the door with the Dodge stamp of approval the morning after a Sunday afternoon victory.
Laughingly I recalled the time I taped my cube-neighbor Melanie’s cell phone to the bottom of her chair to make a point about the ridiculously loud vibrate setting to which the phone rattled every ten minutes when she and her boyfriend were in a fight.
There were Adcraft ski trips, field trips to vendors’ shops to see how an ad concept turned into the four-point CMYK color system that translated as shiny cars on the pages of Time, Glamour, and Sports Illustrated. At one point I could tell you the exact spec offerings for each trim-level of the Dodge Ram, Charger, and Caliber. And how could I forget the slightly absurd discussions with a certain network compliance officer over the propriety of the word “ass” on the American Broadcasting Channel. (She actually agreed to an allowance if said commercial included the use of a donkey.) Suffice to say that the experiences I had at BBDO Detroit left me not only with a well-rounded view of the modern advertising industry, but also left me with some good friends and poignant memories. Another icon of the Detroit motor-city money-making machine in dust.