CHAPTER 4
HOW TO WORK IN A TEAM
FINDING THE RIGHT PARTNER
It was Bill Bernbach (founder of DDB) who first put art directors together with copywriters, in the late 1950s, to make a two-person creative unit—a “team.” It had never been done before, and it worked really well. Gradually everyone copied it. Most advertising agency creative departments in the world are now made up of teams.
In some countries, you can’t even get a job unless you’re part of a team. Colleges put their students into teams before they graduate, and agencies won’t even see your portfolio unless you’re part of a team.
(The US is a notable exception to this rule. In the US you can get hired to work in an ad agency whether you’re a single, a team, or a kick-boxing troupe, as ...
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