Alright gang… how many of your ECDs are out here rewriting scripts the night before a meeting? Not just one or two, but every script from every team across every direction. How normal is this?

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I’ve seen bad ECDs do it where it undermines the work of good teams and I’ve seen good ECDs do it where it fixes the work of bad teams. Not black and white.

likesmart

? None ? We have CDs for that.

likefunny

Grey*

funny

It’s common, not normal.
Best thing to do is study the changes. Maybe ask if you can go through the changes with them as “a learning experience.”

Second best thing you can do - Slam a drink. Or two. Grumble under your breath. And promise not to do it to your future creatives.

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Not ECDs, but our ambitious brand managers are doing the re-writing.

funnylikehelpful

That’s completely unacceptable.

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It’s pretty normal for CD’s or ECD’s to tweak some language when they have to present it. You would probably do it too. Them making the scripts their own before presenting it actually helps to sell it in. And sometimes there’s no time to sit with the team and explain why.

Now you can have a different taste, but you don’t always know about client sensitivities. Maybe trust their judgement?

Unless they make the work consistently worse and never sell anything good…

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Yes, this is common and I do it too, swapping some words, changing a sentence structure, etc. but never fully rewriting or changing the idea.

👋

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