CCO question. I’m at a good agency but I’m a little tired with the lack of anything provocative. I push so hard to make my writing to have an interesting perspective or distinct personality, and I feel like i’m miserably losing the battle. Everything we make is gorgeous though. Am I a total idiot for thinking if my CCO was a writer, as opposed to the AD side, things would be different?

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Everyone has ambition to make great, interesting stuff. But if the accounts you on aren’t producing provocative or edgy work, you’re probably not the person who is going to change it.

likesmart

Writing with an interesting perspective or distinct personality is great, but you still need to speak in the brand’s voice if you hope to get work made.

likesmart

Talk to some other writers around you about it and seek some advice about the projects your on. Some brands aren’t worth that extra energy tbh.

There are lots of ways to get creative with copy tho even if it’s a harder working ad. VO for example: tone, casting, pace, rhythm, etc. sometimes the best thing you can do is to try not to make the writing interesting but focus more on how it’s delivered.

One of my fav examples recently (probably still more ambitious than many clients would be comfortable with: https://m.youtube.com/watch?v=j4unDl5kPWE

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Advertising is visual…write visually

likesmart

Like don’t write jokes and long copy. Write what the images will be. Come up with the visuals.

Where’s your copy CD?

Different agencies are great at different things. If you view sharp writing as a strength, I don’t think it’s wrong to look for an agency that values that and enhances that.

Where do you work & can I go there lol

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