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Would you rather have account be your partner?
My account people would never settle for a CD position when they already act like the ECD.
The reason why a lot of ads suck today is that the hired art director is actually a glorified graphic designer executing an idea solely created by an over-worked copywriter. So if you want to talk about being antiquated, this arrangement dates back to the 1940s and ’50s. A lot of today’s agencies slid backwards for the sake of hiring someone who knows some new tool.
Creative pairs almost always make better ideas because they build atop of each other’s creativity. This will never be obsolete just because someone invented a new app or media channel.
It’s been tried and tested. I think you can add other roles into the partnership mix but at its core, you really need a conceptual AD and writer creative spine.
👆Yep
No they are not.
I’m in an open relationship with about 4 designers. How nice it would be to have just one.
@CD2
I’ve been thinking this was the case at some agencies after I left portfolio school. So many agencies view ADs as glorified designers, which is really disheartening for ADs that can concept and ideate like unh. It’s even more disheartening for an AD coming into a new place not knowing their new partner and agency subscribes to this.
The best writers I’ve worked with have run with my ideas or lines if they work for the situation. These writers are also happy to send me visual inspiration and communicate with me after hours too.
Agree. This is how a true AD/CW partnership should work. Each side has their own strengths and craft expertise, but an AD can come up with great copy and concept, and a CW can come up with a fantastic visual idea. It’s not an exact science, there is always overlap. You never know where the idea will grow from. You’re just working together to make the best concept and you both follow through to evolve it. I never understand when I come across agencies where they treat copy and art as separate entities. Usually I see it when the project is more functional and less conceptual. But working through the details always goes better with a great creative partner.
I think it’s an incredibly important part of a creative process, BUT, I think the idea that you have to have a lifelong partner is antiquated. I understand hiring teams... but sometimes my go-to ADs are booked and I would love working with new brains and eyes. Let the team hiring go!!
Why? What’s the new way of working?
Yeah.
Content strategists are definitely not treated as creative equals to experience designers at most places today.
I partner with account and use freelancers for copy. I love the freedom and I love directing copywriters AND being able to write sometimes. I find it challenging and exciting. I think I would feel smothered having a copy partner at this point. 🤭
Many (relatively) small budget OTC med brands and at a small/medium size shop. No budget for a full time writer had to adapt without.
Pro
Mario and Luigi
Jordan and Pippen
Hot Dog and Bun
I rest my case
Pro
🍨🎂🍰🍕
The partnership isn’t. The process, maybe. Will never understand why some agencies spend more time “planning” than actually thinking and creating.