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Nobody will admit it but a lot of people put unproduced work in their books, including very senior people. The plusses outweigh the minuses. In my experience, the people who are the most gung-ho about book work being produced are the snobbiest and have the least perspective on the realities of agency life. A lot of really great work gets killed because of things way above the control of an ACD’s pay grade.
Rising Star
This^. Even something as small but impactful as making produced work back into “spec” by changing the scoring because client made it boring in the end can go a long way.
Rising Star
If there aren’t results, what does it add?
Oh brother. What a classic account executive thing to see. Dumb.
Maybe. Not sure what value it adds though especially as an ACD.
I would just do whatever you can to not password protect it. No one will ever see it.
Everything is spec work. And sometimes the public is exposed to it.
Lol plz explain that further CD
Not as good as produced/sold work. But it shows you can come up with good stuff. So better than terrible produced work.
Rising Star
Don’t see why not. Especially if it’s creatively provocative—“client didn’t buy but should have”. Idk. I know juniors-seniors have done this. As long as you PW protect and call out that it’s not produced I think it’s fine?
Who would ever know if it did not launch? Also if you can sell the idea then it could be argued that you are proving your worth.
Moreover, what we do is subjective. If it came down to 2 ideas maybe your idea was just too expensive. Someone with a bigger budget may have chosen it.
Produced work reigns supreme of course. But sometimes it is not merely this idea was good and all the others were bad.
Technically if the client paid for your billable hour to come up with the original concept it is still their work product even if they didn’t pay for the final execution of it.
I’ll take off my client hat now.
But most agencies still recycle concepts to other clients at times so do what you want with it. Most agencies won’t confirm unless you make a claim like you won a Lion or similar or the person you are interviewing with actually created the campaign!!
Produced work is important to include in ANY portfolio. However, work that doesn’t get made, died in the process or spec, also carries its weight. When done well, this type of work demonstrates ideation and creative prowess. For those less seasoned, it shows appetite and potential.
Yes you can put concepts that a client didn't purchase especially if it's password oriented but it has few restrictions
You can do it when there's confidential agreement
IMO not a good look at your level. But don’t see why a client would care as long as you’re clear that it’s essentially spec work and behind a pw.
If you’re applying for ACD/CD level roles, I’d imagine that just having great ideas may be table stakes or below for what they’re looking for.
The agency likely wants someone who can sell great ideas and keep them great through the production process to the finish line.
The market is tough so make the choice that best positions you to get the job, but I’d ask myself—is this campaign so much better than my produced work that it’ll help me make my case or will a password pointing out spec be a drawback—one more step for cd’s and recruiters to click through and calling out that you don’t feel confident in the work you’ve produced
Why do people keep perpetuating the myth that a mid-level individual contributor is the reason whether a creative idea gets produced? A feeble CD or Account Director and even a bad client can kneecap the world’s best idea at no fault of the person whose book you’re looking at.
If it’s really good, sure.
I have a whole section in my portfolio of “ideas that should have been.” It includes work that got bought but canceled for some reason, ideas the client almost bought but didn’t for a silly reason, etc.
So go ahead and add it, but don’t expect it to be a star. Work like this only helps prove your creativity, not your effectiveness. And as ACDs, effectiveness is just as important as creativity unfortunately.
Not saying it’s right, just that it is what people look for.
Of course. Agencies are hiring you for your ideas, not what you "sold. " Most of your work should be real, but if your deas are better than what you sold, then show if. A good agency will get somebody to sell work for you if that's not your strength. Most of the really great creatives I have known are terrible front men. So yes, put it in there. Gary Goldsmith did it, and so did every other great CD. You just can't enter it in Award shows, which unfortunately happens.