At our agency, it's pretty common for AMs to cherry-pick the people they want on a campaign, especially the copywriters and the graphic designers. But as we've grown, I've tried to get them to move away from this - especially as some of our creatives are requested more frequently than others. A few of the managers are not happy about this switch, any tips on making the process smoother?

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Perhaps you can suggest some additional people to work on the brief? So they get their cherry picks but are also exposed to new talent. Depending on the desire of the creative you could also suggest that they work on it in their own time in addition to their workload if it’s a brief they think is worthwhile.

This is odd in my opinion. AMs can be part of the conversation but it is me and the creative team members who decide who works on what. I always use this criteria: Availability (workload), Competency, Desire (especially if someone wants to try something outside of their normal lane). Passion (about the project). We then shift stuff around amongst the team to ensure the work is spread evenly. I then inform the AMs who the team is.

As a creative director, you should be the one that makes the decisions, based on your knowledge and the ability of the freelancers to follow your lead. Take the bull by the horns.

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