My pet peeve of the evening: Ad agencies that refer to the audio files of commercials as a noun form of "creative."
As in "attached to this e-mail you will find the creative for Mattress Firm's next flight."
Don't flatter yourself honey, it's not all that creative. But I'm glad at least apparently Bobby McFerrin will continue to receive royalties from your constant, hammering overuse of "Don't worry be sleep happy" in every single one of your commercials.
There are myriad ways this concept is described, there's no industry standard. They call it creative. They call it copy. The less fanciful just call them "spots." Some even call it "traffic" even though traffic is more commonly accepted to be the instructions for what to do with it than the file/audio itself.
But I think only once in my 12+ years in radio have I ever heard anybody refer to it as what it is: audio. Call it audio. Call it sound files. Call it an mp3, a recording, anything that it ACTUALLY IS instead of this artsy fartsy baloney "creative."
Every day, I become ever more convinced that agencies do absolutely everything they can to pollute, obstruct, confuse and make more inefficient the entire broadcasting industry.
And the only thing that's more bullshit than an advertising agency is an "in-house" advertising agency. But I think I've ranted about that before.