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I write stuff all the time that will run, just as my partner pulls look reference for decks a lot. I kinda of expect a little overlap in skills at a certain level no?
Some places are very open to that. If you are a Jr then nah I won’t buy into that crap but if you are like a Sr then it’s a diff story
It pisses you off if an art director days they can write?!
I've worked with creative teams who shared equal responsibility for writing and ad, they were awesome
In reality, yes. Technically no. Roles are roles for a reason and need to be respected. That shouldn’t stop her/him from writing stuff but it just means not getting upset when it dies on the vine.
Yeah it’s a thing. Not that everyone who claims to be one is definitely good enough at both to claim it, but it happens. It’s more common at small agencies. You don’t need to navigate it any differently than usual if you don’t want to—being able to do both doesn’t mean your partner has to do both.
I back myself to write headlines and short stuff, but never long copy. Being able to form sentences and paragraphs is something that everybody should be able to do, but crafting chunks of copy I’ll leave to the pros.
How good of a writer do they have to be? How should I navigate the dynamic?
Ask Juan Cabral - he won a GP as CD, writer, AD and director
I use a TON of people with hybrid talent in my production company. They’re some of my favorite people to work with. Traditional agency structure might not enable it well, but as a freelancer it’s incredibly valuable (IMHO).
Also worth considering is that the role of ‘creative’ means you have the flexibility and know-how to work in any combination of people, rather than the traditional partnership. Personally I think it’s a step in the right direction.
Honestly it pisses me off when ADs day they can write. Of course we can all write. We’re literate. But if a CW ever says they can design, there’s way more suspicion. We’re all creatives at the end of the day, but an AD writing copy means the AD doesn’t trust the writer
I don’t think it’s a matter of suspicion. If an AD comes up with a great headline, take it. If you want to pick a font or have a great photographer you want to use, then hopefully your AD won’t be as defensive as you and say thank you. OP, I think your question is less about hybrids and more about your insecurity. Be the best creative you can be, and let everyone else do themselves
To be clear - are you planning on applying to places as a team, where you’re a copywriter and your AD is a hybrid creative?
I guess so. Or I would apply as a hybrid too, but I don’t think of myself as a hybrid by any means. I can comp well but not fast
Yeah don’t position yourself as a hybrid if you aren’t comfortable delivering on the art direction front. You can still stick together as a team, if anyone questions it just explain that copy is your thing. At the end of the day they are probably not going to much copywriting if they’re partnered with a copywriter (beyond usual scripts and presentation decks). I think that’s something they need to think about.
And when I say all the time I mean like, 3 times
We have a creative director who does both, and well. He says he has to wait until CD to be allowed to write though. Titles are silly
Virtue, VICEs agency operates that way. Everyone has their backgrounds/specialties but they’re all titled as “creatives”.
I’ve sold some killer headlines, but overall I’m not a great writer. Or even a good one.
Fortunately, the writers I’ve worked with so far in my short career have always appreciated when I try to articulate my thoughts into whatever shitty writing I can. And I’ve always loved watching them transform whatever I’ve given them