I pretty much hate the University of Texas, but I love their old coach Darrell K. Royal. He was a great quote, second only to basketball headman Abe Lemons. Royal once compared an inferior TCU team to a cockroach, “TCU is like a cockroach,” the coach said, “it isn’t what he eats or carries off, but what he falls into and messes up.”

I think the same thing can be said about a few of the brand managers I have met in my 30-year career in advertising….

I like getting old. Most people are scared of it, but I like it. I don’t like the way it makes me feel, though. I wrote a song once that said, “why does it take me all night long to do what I used to do all night long.” That pretty much sums things up, I figured.

Today, I was talking to my old friend Bob Scarpelli, the world wide honcho of DDB. Of course, most of the conversation centered around Cannes. Bob couldn’t make it to the Big Show, but wanted to. I didn’t make it to the Big Show, because start ups use their money for more important things than Ott, $1000 a night hotel rooms, and snails….

What Bob and I both agreed on is that the show has changed…maybe too much. When he and I first started going, you NEVER saw a client, even if you offered free drinks and all you could eat at the Carlon breakfast buffet.

It’s estimated that over 15 percent of all attendees are clients. That’s a bunch. I think one percent would be too many…

I remember when the show was attended by about 90-95 percent creatives.

They, whoever “they” are, say that all good things must end. They’re right about one thing. Cannes will never be the same.

Oh, how I long for the good ol days…

I attended the Cannes advertising festival 12 straight years. For the second straight year, I won’t be attending. Do I miss it? Yes. But do I miss it enough to shell out $10,000 to go? No!!!! Considering that registration fees are now $3,000, a room at the Carlton is $850 per night (and don’t even think about breaking into that mini bar), a business class seat on AA is another 3K, a cheeseburger (with fries) with set you back $60 and if you love to drink beer like I do get ready to plop down $18 a bottle. I could keep going and talk about how at bottle of Ott will cost you your first born, and a “chair” on the Carlton Beach is $100 a day. But the biggest surprise of the entire trip will come at the end when you get your bill at the Carlton and realized that your “friends” have charged hundreds of dollars of drinks to your room without your knowledge. Now, you can figure out why I will be hitting the beach at Possum Kingdom this week. Lest I forget, if you do happen to win a Lion, that little prize will set you back $850 bucks.

About 20 years ago, I had an idea…a great idea, if I might saw so myself. But I didn’t have a client to sell it too.

The idea stemmed from a real life experience, which is where a lot of great ideas stem from. When I was with Leo Burnett, we lived in the town of Winnetka. In our yard was a large tree with a very low-hanging limb. The limb was just high enough where I would lift my young daughters up, so they could hang from it by their arms. After a few seconds, they’d let go and drop. I catch them…most of the time!

Before long they could climb the tree and out onto the limb and jump to me. I’d catch them…most of the time.

It was during one of those times when I pictured (in my mind) my daughter Sadie climbing up the tree and onto the limb and jumping, into my waiting arms. But instead of a little girl, I would catch a young lady in a wedding dress and then carry her to a waiting car that would take her to her wedding. I thought, Boy howdy, life really does come at you fast. Hence, the campaign Life Comes at You Fast.

I saved that idea for many years until the right client came along. Finally, when the time was right, I presented it to Steven Schreibman, the new brand steward at Nationwide. He saw the bigness of the idea and bought it. The idea revitalized a company.

I really thought the idea would last longer than five years. But things do change, particularly in the “not invited here” mentality of corporate America.

Here’s the irony of it all. Today, I got on Google Maps and looked up the old house in Winneta. I wanted to take a sentimenal journey via cyber space. Much to my suprise the “hanging tree” and limb were gone. In it’s place was a three-car garage.

I became sad. First, for the tree that held my daughters and all those memories and for a great campaign that could have lasted for decades. Oh well, life goes on…at a very rapid pace.

I remember a few years ago, a young creative walked into my office and told me that he didn’t have anymore ideas left in his head.

“That’s it, Ferg,” he said. “There’s nothing left. I am totally tapped out.”

I told him a creative guy without ideas is like a milk cow without an udder. Totally worthless. So I fired him.

He was a bit taken back.

Ideas are what makes money for clients and agencies, I explained.

I have been asked on many occasions where ideas come from? I wish I knew. They have been known to pop in my head in the middle of the night, while driving, while listening to music and, on occasion, while sitting behind the desk staring at a blank computer screen.

I do know one thing for certain: when you have a great idea, protect it, guard it, keep it away from people who want to harm it, fight for it and most of all, love it. I have lost ideas because I didn’t fight hard enough for it.

As you grow older, you will learn that great ideas, ideas that really do make a difference in a client’s business and separate one agency from another, are few and far between.

Don’t let them slip away or even worse, let someone tell you to “put that one in the creative bank for another time.” The “creative bank” is the only bank in the world where something as valuable as an idea, quickly loses interest.