In the kitchen of advertising, it’s the chef – not the ingredients

The connection between cooking and advertising was made clear to me the other night as I stood, looking aimlessly at the kitchen of my recently purchased house, thinking, “Man, I’ve got nothing to make for dinner.”

Although I’ve graduated past the ramen noodles and 3 a.m. gyros of my college days, the responsibility of being a homeowner has taught me a number of important lessons — namely, how to be more resourceful.

Fifty minutes later, I had a dinner that, while it didn’t quite make me an iron chef, was pretty respectable: seasoned chicken roasted in a balsamic reduction, steamed veggies and a warm loaf of Italian bread. Not too shabby given what looked to be a dire eating situation just one hour before.

So there I stood, marveling at my culinary masterpiece. And it made me think of the parallels that exist between cooking and advertising. Even when the ingredients of a project seem less than appetizing, it’s the creativity and resourcefulness of the chef that makes a project a success or not. The same holds true in advertising.

You’ve got ingredients like the budget, the input, the communications strategy, the people involved, the product itself and its perception in the marketplace. All valid, important pieces of the puzzle, yet susceptible to lacking certain things (i.e., my pantry) at any given time.

Like it or not, budgets today are shrinking. Communication is so ubiquitous that it’s easy to lose track. Social media makes it easier to jump on the bash-a-product bandwagon — and so on. But as they say, when life hands you a lemon …

At our agency, our motto is “People and Ideas.” But those ideas all come from people. Good people. And that’s where it all starts.

People who are creative and resourceful. People who don’t mind the challenge of creating a lot from a little. People who don’t mind asking a vendor to do something they haven’t done before. People who ignore all the other potential distractions, set their minds to flambé and focus on what matters most — creating a campaign that’s simply mouth-watering.

That’s what it’s about. And it all starts with the creativity and resourcefulness of the chef, not just the ingredients.

So next time you’re facing a job that isn’t set up just the way you like or is lacking that perfect spice, just remember that the only thing you’re limited by is yourself. Bon appétit!