…and then came the Wannabe.

The Wannabe (see lower left panel in the above cartoon) is a classic nemesis for those of us who work in creative fields. He is that person who thinks that writing, graphic design, art direction and the like don’t require any particular skill or expertise, and therefore, that anyone – and more specifically, he himself – is awesomely capable of doing these jobs. (For the uninitiated, this is a load of crap. Creative professionals are vital to good marketing, and if you want proof, just picture a world in which this was the gold standard for advertising. That, my friends, is not a world you want to live in.)
I was blissfully unaware of the existence of the Wannabe until last week, when I attended a meeting with him. He is the manager of a new, branded product which will hereafter be referred to as the “Widget”. I was slated to present potential marketing taglines for said item. The Wannabe – let’s call him Fuckface Ravioli, because he is Italian, and also, because we can – was seated at the head of the table. The meeting was halfway finished, and I was next in line to present, when Fuckface Ravioli pulled a piece of paper covered in handwritten scrawl out of his binder.
“Oh, I came up with some taglines, too,” he said. “You know, just during lunch.”
Around the table, people blinked.
“Okay,” someone finally said. “Kat, why don’t you go first.”
In the interest of saving time, (and, uh, not totally giving away trade secrets), I will not say anything about my taglines... except that they were clever and awesome and everyone loved them. My coworkers were discussing which of two they preferred, when Fuckface Ravioli said, “Well, here are MY taglines.”
Everyone fell silent and waited.
And okay: I admit it, at this point, I was feeling mildly annoyed. As would you if, say, you had a job to do, and you were presenting your work to your team, and some jerk suddenly whipped out a piece of paper that he’d doodled on and said, “Oh, by the way, I did your job during my lunch break.” But, faced with the possibility that the jerk’s doodle sheet might contain a brilliant, life-changing idea, I chose not to speak up.
In hindsight, that was really effing stupid.
“Okay, here’s my first one,” said Fuckface Ravioli. He paused for effect, smiling broadly, then said:
“Got Widget?”
There were ten agonizing seconds of silence..
Fuckface Ravioli stared eagerly at us, jabbed his finger at the paper, and said, “C’mon guys! Got Widget? GOT WIDGET?!”
At this point, I took a closer look at the piece of paper in Fuckface Ravioli’s hand.
There were at least twenty, maybe thirty, taglines written there.
Nooooooooo.
Fuckface Ravioli continued grinning, looking from person to person, then said, “Okay, well, how about this?…
“It’s Widget time!”
It's WIDGET TIME. If there is a private hell reserved especially for copywriters, no doubt this would be one of the daily tortures. Fuckface Ravioli, laboring under the impression that his ideas were the work of a master wordsmith, readingdown his list – stopping each time to nod knowingly at each of us, as though to acknowledge our collective silence as the only natural reaction to his genius.
“Don’t forget the Widget!” he cried, grinning like a maniac. “Think Widget! A Widget is forever!”
Things continued on in this manner until he reached the final tagline, paused again for effect, and then, with a flourish, yelled:
“WHO LET THE WIDGET OUT!!!”
He looked at us. “C’mon, that’s funny, right?”
Around the table, my coworkers all appeared to be contemplating suicide.
“Sure,” someone finally said, “but it, er, may not be the best ide—“
Fuckface Ravioli cut him off.
“What does everyone else think?” he said, thrusting his paper at the group.
And then, the worst thing that could have possibly happened: One guy made eye contact.
Fuckface Ravioli pounced.
“STEVE,” he said. “Which one do YOU like?”
Steve stuttered, coughed, and then said, “Uh… I guess that one is pretty good.”
“There,” said Fuckface Ravioli, staring at me. “Steve likes my tagline.” He looked around the room. “I think we should put it to a company-wide vote. I’ll send out all your taglines, and all my taglines, and we’ll see which ones the other employees like best.”
I would have liked to do any number of things in response to this – for instance, protesting that sending thirty taglines to a company of sixty people for popular vote does not make mathematical sense; or pointing out that taking a famous ad slogan from the early nineties, removing the brand name, and inserting the word “Widget” does not equal brilliant marketing; or forcing one of my team members to stop throwing me under the goddamn bus, already, fortheloveofgod.
Instead, because I am conflict-averse – and also, because I am always the only woman in these meetings, and even though it shouldn’t matter, it really does – I just said, ‘Fine.” And then I went home and shouted a lot.
That was last week, and based on recent events, I believe that some authoritative person has since informed Fuckface Ravioli that he should stop trying to do my job. And I am totally over the whole thing.
Really, I’ve even hardly fantasized about killing Steve this week at all.
But the entire thing got me wondering: How do you make known your displeasure at some obnoxious turf-stepper's attempts to do your job -- particularly when there's not only a seniority issue at work, but a seriously wacked gender disparity as well? Readers? Help a sister out.







13 comments:
Ok, Kat. That cartoon has now officially been passed around to everyone in my design department and is now taped to my desk. (I appreciate the distinct awfulness of the Wannabe, but it's the Crammer that makes me want to hurt people. Followed closely by the Waffler.) In response to your final question: just keep writing damn good copy...and know that karma will do its thing.
Haha oh man. The only person who's ever really done this to me was my old boss ("The Micromanager"), and usually I held my tongue, but one time I was giving a training demo and she was "observing" and kept talking over me and taking the mouse from me to take over. I can't remember the specifics, but at one point basically she told me I was doing something wrong, and I said "No, I'm not" and I must have sounded really fed up and bitchy cuz everyone else in the room (all dudes) just stared from me to her, and one guy goes "Oh, snap!"
She stopped trying to step on me for the rest of the session and left me alone for the rest of the day. She also never asked me to run a demo again, which some might view as a passive-agressive way of getting back at me, but I effing hated running those things, so I viewed it as a win.
I doubt that actually helps you at all, but it's all I've got.
Ok I will also be re-purposing the cartoon. As with any large company, we have all of our bases covered. I can't say that I've ever actually dealt with a wannabe but my best guess is that your work was so clearly superior that someone in that room (not Steve) actually had to grow a pair and tell him to just stick to being a full-time Dbag. Not to generalize, maybe he's only a part-time Dbag, but anyone inserting *anything* into the phrases "Who let the ___out?! Woof Woof" or "Got____?(prosthetic arms?? yeast? Where is the line drawn??) is at least a quarter Dbag on his mom's side.
That said, I'm deciding if you're poker face is any better than mine. Typically people can see steam rising from my eyelashes and, for better or worse, my opinion on what's happening is well-known quickly. Or I vent immediately in a southern accent to the most rational sausage present. Or the one who seemed most disgusted by the re-purposing of work that frankly wasn't that clever to begin with (barring the addition of mostly naked models with food residue on their faces).
Okay, seriously? That's exactly why I quit my last job. 22 years of fighting off the wannabes from my department -- 22 years -- only to have my own management get replaced with people who think this sort of thing is a good idea. Pay ME to come up with slogans and designs, but let some other bozo think up things like "It's Widget Time" and force me to go along with it. Honestly, this is what I faced every single day. People walking into MY office -- with my awards on the shelves and diplomas on the wall -- with a clipboard full of logo ideas, slogans, designs conveniently provided to me in PowerPoint -- you have nooooo idea. Then to have my boss say it's okay? Because it's easier than arguing with them? I don't think so. Just some advice for the future: an argument in these cases is always avoiding trademark/copyright infringement. Remind them of that and they'll usually back off (that is, until your own boss says, "Oh, screw it, let them sue us").
Oh my God, don't even get me started. This just raised my blood pressure by double.
On the other hand, seeing Ching Chong Chinaman make an encore appearance laughed me out of my chair. Now I can add Fuckface Ravioli to my ongoing rolodex of racist names for future canine companions. "Here, Fuckface Ravioli!" My neighbors will love me. Thank you!!!
MM
As someone who also works in the ad world, I have dealt with every type in that cartoon. It is endlessly frustrating, and unfortunately, part of the job.
It seems that most clients fancy themselves creative, and as the vendor, there are few things you can say to inform them otherwise (since ultimately, you are working for them.)
I agree with MM about copyright infringement, generally any time you compare their product to another's, it will deter them. In the same vein, trying to push the 'new and exciting' aspect is fairly effective.
It would help to say that you want to create a line for their company that will stand the test of time, like the ones he's referring to. I would also add that you don't want their products to be confused, or to look out of touch by recycling a well known phrase.
Irritatingly enough, most of the fighting on these issues has to be sneaky, and look like you have the best interests of the clients at heart.
This post made me a little happier about being laid off however, because I haven't dealt with those people in a few months.
Good luck!
Blargh.
I just read the post again and realized this may not be your client.
At any rate, I think the same tactics would be useful.
You basically want to cut his ideas out without making him look stupid.
Not coming from the ad world, I think those types exist in any area. When you're the 'expert' it's the dogs balls having someone ram their solution down your throat, or combine yours or... all the rest.
Now that I've had a moment to cool off and not strangle something, a little more free advice (since you asked). Like I said, I've fought off every scenario on that cartoon for 22 years. I've seen it all and won every contest. Well, okay, up until my boss turned against me. But that's another matter.
I agree with Lockeness in that the idea is to try to save face; you don't want the client embarrassed even though they're clearly embarrassing themselves and wasting their time and yours by doing your job for you. So what do you do?
First of all, and most importantly, be confident. Even if you're scared, be 100% sure of yourself and your talent. It's one thing you've got over them in every argument. Speak from that point of view. So you're the only chick in the room, so what?? You can't tell me that really threw you. You have knowledge that the Raviolis of the world don't have--use it. Besides, you posed naked, or so I hear. I'll bet Ravioli can't put THAT on his resume!
Second, NEVER back down. NEVER. If they smell weakness, it's like chum in the water. If one of your colleagues caves in like this, swoop in and change conversational direction. Think in terms of "That's good, but this is better because..." You know the answer to that question, you're just frustrated. Speak slowly. Lower your vocal register. Take control even if you're not in control.
Third, always give the client an "out" by redirecting their energy toward information rather than creativity. Remember that they do have expertise in what they do, so let them talk about THAT rather your job. Ask them to tell you more about their product. Show them how that fits into YOUR slogans. Redirect their wanton energy toward something they can control rather than the things they shouldn't be messing with.
Above all, remember you are the expert. You shouldn't have to prove this, but sometimes you have to. Show them rather than tell them - redirect their energies - you'll be fine.
Hope that helps!
MM
To quote some comedian, I think you should have asked Ravioli to stop trying to do your job and added this, "I mean, I don't come down to the bus station bathroom and knock the cocks out of your mouth, do I?"
if you're one of those people who want to avoid conflict at all costs (like me) i find it helpful to say something along the lines of "you do SO MUCH already, let me handle these silly taglines. after all, i can do these without your help, but i could never help you with -insert totally useless but seemingly difficult thing they do- to help YOUR workload"
the trick here is to sound like a dumb, helpful woman instead of a passive aggressive bitch, which is what i am actually doing.
i like it because if they say "well, of course you couldn't do -useless thing-! that's my job!"
then you can say "well this is MY job, and I need to do it."
and then you feel SO MUCH BETTER.
OMG. That cartoon! This story! YES.
AH.
Ninja kick to that guy's HEAD.
If he weren't so socially retarded, your body language should have been clue enough.
Since that's not enough, it's obvious that your taglines will be selected over his, so if this doesn't happen all the time, maybe just let it slide. He's probably just excited about his new project.
If it does happen again, find a subtle way to demonstrate how much your job actually entails. For instance, you could have mentioned how good some of his taglines were, but suggested that before the list gets sent out, that you could all go through and create a top ten from the two lists so as not to overload the employees.
Then, your coworkers will feel more comfortable about ripping his tags to shit, since they'll be doing the same to yours, and you have the opportunity to point out glaring problems (copyright infringement). By that point, 8 of yours will remain, a token 2 of his will be there, and he'll hopefully have realized that your job requires more thought than just jotting down ideas over lunch. Which is why you're paid to do it, and you're not asked to do it over your lunch break.
I cannot even imagine. What a fuckwad. Seriously.
It is like the woman at my last job who told my boss I had NO idea what I was doing when she went along on a sales call with me.
I had WON the business and for more money than she ever sold an account.
Jealous much?
That is the problem. Frustrated "Artist" in Fuckface Ravioli Sauce...
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