A while ago, there was some advertising guy on Twitter claiming that creatives need to have great online presence. (Lots of interesting tweets, followers, ‘call out’ stuff on what’s wrong in our business etc) claiming that ‘if you can’t promote yourself, why would you be able to promote products. I don’t agree to be honest. What’s your take on this? Do you need to be ‘present’ and opinionated on the interwebs?

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I have a job. I don't need or want another one to justify having the first one.

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I think having a good Twitter is definitely an asset for a writer, and side projects always help, but I honestly don't think it helps to be the "here's what's wrong with the industry" person. For one thing, it's easy. Anyone can complain. It's a lot more impressive to just be the change you want to see.

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This is the weirdest discussion ever. What has happened to advertising ☠️

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Check the portfolios of the creatives who do have a strong online presence. A lot of them are lame.

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Especially the British ones 💩

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Feels outdated by like 5+ years. I remember hearing about some CCO at Havas who believed in that.

It’s 2021. Bragging about your followers for professional gain seems desperate

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Yeah, he was super aggro about “everybody NEEDS TO BE ON FACEBOOK!” as if it was this new thing, and wanted to stop using email for company comms to employees. This was 2017 ffs. Everyone who wanted to be was already on it. 🤡

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sounds like another layer of weird extra asks that no one but the ad industry asks of its applicants

likeupliftingfunny

guess it just comes with a career where you're hired for your ideas (and lowkey, your ego)

This is dumb. If I want to be a copywriter, why do I also have to be an influencer?

Another observation is that most of the people I see focusing on their online presence seem to have a pretty lackluster book and share some very questionable advice. All the presence in the world doesn’t fix bad work or missing experience.

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Yup, that’s true. But being faux thought leader on Twitter isn’t going to change that. Focus on your book, your Twitter account won’t land you the job.

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If I had a great online presence, I wouldn’t be doing advertising 😩

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Sound like Gary V cult followers during a coke bender trying to get clicks on their own content.

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Total bs, you shouldn’t have to feel like your online presence is an extension of work.

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Don't believe the hype. Look at the most prominent presences in UK ad Twitter, for example. And then look at their work.

Like in many arenas, the loudest voices are often the ones with the least to say.

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David Kolbusz is one from UK whose IG account I like. But it’s not Twitter... those Twitter hacks are something else... gotta respect the hustle for PR tho

That's like saying you have to be the greatest movie critic to be a great director, writer, or cinematographer. If they can prove how being 'present' on social makes anyone a better creative, I guess we'd have a ton of brilliant ideas out there, won't we?

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I heard the same from a CD like 10 years ago when Klout came out, and I do think a lot of places would weigh your status as an influencer heavily for a social creative role. That may or may not be fair, but outgoing, loud self-promoters do tend to get ahead in this business, but I also know many CDs and CCOs with absolutely 0 online presence, too.

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Lmao no, some of us want to simply live outside of work

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You don't need to, but it can help if you have dope povs. In 8 months or so I've met quite a number of execs from shops ranging from Mischief to Majority off my online presence.

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Sounds like corny thought leadership from someone who doesn’t have to think or lead. I’m saying this as a director who never tweets, posts an IG story once every 5 weeks. My reddit accounts are lit tho.

Activity ≠ Awareness or Ability

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Lol so now we have to be influencers? Add that to never ending list of qualifications art directors and creatives need these days. If we were all Dong Draper, there wouldn’t be much originality coming from our socials. I like to keep my IG for me, my friends, and family. Instead of talking about my issues with the industry publicly, I’ll leave that to my meetings with my leadership since they’re actually paid to address that kind of stuff.

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that guy sounds like a tool. based on that comment alone, he's probably in the same realm as a sleazy used car salesman.

there are a whole bunch of idiots out there that fancy themselves the next steve jobs.

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If you’re trying to be a content creator or work in social, sure, I guess. For everyone else, no. An ability to tweet well ≠ an ability to concept.

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Nah.

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No. You need to do good work.

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