ADs: do you carry your weight w/ your CW partner? Or do you make them take your .001% baked non-ideas and—magic!—turn them into great, on-strategy, original, fully baked actual THINGS you can present internally & to clients w/o getting fired? I ask because I honestly feel like I should be paid 1000x more than my AD partner. All they do is say e.g. "It should look badass like ETERNALS" or "Let's get that Lizzo song" & then basically go nap until it's comp time while I figure other 99.999% out :(

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Posting as :
works at
You are currently posting as works at

I’m always slightly infuriated by posts like this. I’m extremely hard working and conceptual when it comes to developing ideas yet I’ve been sort of passed over by the industry and relegated to working in pharma. Anyway, I’m available.

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Don’t let OP get you down. This may explain why they’re doing grunt work as a “CD.”

1. Why are you not concepting at the same time as your partner?

2. Neither you nor your partner should be concepting. Your ACDs or senior teams should be concepting. Did I read your title correctly?

3. Your partner might be a designer, not an art director. You should be aware at this stage of your career that over 50% of art directors are just designers who were mistakenly hired as an art director in the past. They were never caught, and remain burdensome to every copywriter they ever work with. You can test an art director out by asking them to help you write headlines or a script. If they can’t, they’re an impostor. Genuine art directors can at least squeeze out a half-decent line.

I’ll respond to point 2 first. Directing creative teams is not a “luxury,” it’s literally the role. The CD role is not kicking up one’s feet. It’s dealing with strategic planners, resourcing and getting client buy-in. There’s no time left for concepting, which is why ACDs and senior creatives exist. You’re a senior creative with a CD title. Agencies have been doling out that title like candy the past 10 years or so. If you are a “CD” but are regularly concepting and showing your work to a GCD or ECD, then they are the CDs, and you are the senior creative.

Point 1 is related to point 3. Writers do not do the heavy conceptual lifting when they work with a proper art director. But your partner is a design director at best. Not an art director in the slightest.

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Omg wth. ADs and CWs need to carry the weight togethert. In my experience, Ive worked with cw who only wrote. I came up with ideas, and concepts and executions. Some copywriters will just fix my grammar and shit and annoyed the hell out of me. If I needed someone to do that, I can get a proofreader. I know some other ADs that had similar experience. They started working solo. I did too. If one partner is not adding anything to it, don't need them. Go solo. Until you find one that actually does their job

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