Email Sign-Offs And The Agency Map of Power

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By: Brian Keller

People in agencies get emails for meeting times so they can be avoided, budgets to be complained about, concepts that need complaining about, schedules that mess up freelancers and need to be complained about, and traffic meetings that need to be complained about, etc. Emails usually end with a sign off so staff members know what department the sender is in and how much power they hold. Most know before the title and department just by looking at the sign off.

See "Regards,” and you know it’s from a flunky climbing the ladder.

Dear Freddie,
I can’t come to your meeting now. I’m in a meeting, defending “Papyrus.”
Regards

Brian
ACD/Senior Copy Chief
Newspaper Print/Melville

See “Best Regards,” and it’s from Creative Directors more powerful than the 50 or 60 Creative Directors at any large agency or from an Account Supervisor/VP more powerful than the 100 other Account Supervisor/VPs at any large agency. Pack ironic office decorations before the meeting.

Hey Susie,
We don’t talk anymore. Let’s meet and see where we stopped understanding each other. My window is between 10 AM and 10:06 AM. It’s 9:58.
Best Regards

Brian
Brian Brian
Executive Creative Director
Northern Hemisphere

See “Best Regards” with a quote: power, title, and humanity. The quote is after the title and it’s used to inform folks that if they have missed the title they'd better go back and look before responding to the email. These are from supreme Creative Directors.

re: I’ve been here 10 years and would like you to meet one day.

Dear Creative:
I’m on a shoot in Fiji and will be back when I’m back. For immediate assistance or if you’re short an organ contact my assistant. I don’t know his name but someone will.
Best Regards,

Brian
Chief Creative Officer
Most of the Continents
“A man who dares to waste one hour of time has not discovered the value of life.” – Charles Darwin

ANCILLARY BUT IMPORTANT: There is an ultimate “Best Regards” with a quote that indicates that staff should look at LinkedIn. Yes, the client who called you “Dude” and used smiley faces while quoting the tragic Khalil Gibran may be unhappy.

First note:
Hey Laura,
This is late but can you sign off on this headline. “Smoke – A – Rama Meat Franks $2.00.” Looking forward to the photo shoot and staying at the “W.” Dinner’s mine.
Best Regards

Brian
Chief Creative Officer
Most of the Continents
“A man who dares to waste one hour of time has not discovered the value of life.” – Charles Darwin

The Reply:
Dear: Chief Creative Officer Brian,
I’m not able to expedite your request.
Best Regards

Laura Laura
Chief Marketing Officer
All Continents
“What doesn’t kill you makes you stronger.”

See “Thnx,” and it’s Traffic.

The first note:
Dear Beatrice,
I hope this information will help you clear up your rash. My copy will only be a few hours late
Sincerely

Brian

NOTE: Not using a title and only your first name indicates the friendliness factor. It never works.

The reply:
Dear Brian
Thnx

Selma Seal
Associate to the Assistant Traffic Manager

See “Take Care," which has prevented people from shooting Speed and Heroin while motorcycling, and It’s Media or Strategic Planning. They don’t know anyone’s name either, and everyone is a pal.

Hey Pal,
I couldn’t call you with the answer to 2 + 2 . Please call my assistant and get time and have him put it on my Google Calendar. Ask for sometime in March and ask to put it on the planning calendar as I have to plan to meet you. Please have my logistics assistant to find one of the good conference room and to call Sushi Samba for lunch to brought in. How long will this last?
Take Care

Brian
Brian Brian
Chief Media Officer/Chief Strategic Officer/All Continents

See “All the best": The department is evident as they only want the best for you as they explain COBRA .

Dear Damien,
Let’s get together soon and talk benefits. Soon is ten minutes.
All the best

Brian
Brian Brian
Managing Director Human Capital Management

Finally, “Sincerely” is great; it covers all and can be used by anyone. It's innocuous and can’t be used to figure out which emails mean, “I have only written this to make sure there is a paper trail for when we both have a brutal argument over our strategic mistakes with the client and/or my lack of focus and leadership. This will abate the problem if I use it correctly.”

To all who read this,
Thnx.

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About the Author

Brian Keller is a Creative Director/Copywriter. Brian likes being a Creative Director as he can always blame someone who is not him. Brian is strategic and thoughtful. He graduated from the University of Maryland, went to graduate school at Tisch School of the Arts (NYU - Cinema Studies), and attends the University of Baltimore School of Law. Find him online here.

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