Creative management: In your opinion, what makes a great Senior Copywriter or Senior Creative?

Also, when hiring one, how much weight does boutique/small agency vs. large agency experience have on your decision?

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I manage a couple teams, but apologies if my ACD title it too junior for a response here.

A great senior creative has the ability to crack a brief in the first round and is responsible enough to keep a production moving without much supervision.

Mid level creatives can usually do one of those two things, but rarely both.

likehelpful

Much appreciated!

Great reply from ACD! The only things I will add are 1.) great attitude and passion for our business. We need creatives who love what we do, stay positive, and stay curious. 2.) We also need senior writers and creatives who can sell and defend their work. Don’t tell me or the client how much you love your ideas, or how excited you are about your ideas — sell the damn idea on what makes it work. That also means knowing your clients’ business.

helpfullike

They are a reliable idea engine.

The supervisory aspect is not a big deal to me, I see that as more of an ACD quality. But it doesn’t hurt.

Small agency is fine, if they demonstrate a potential to be able to handle the big stuff.

helpful

Couldn’t care less the size of your agency. Show me what you did there.

Going from a small to major agency the only caveat I’d add would be to see work in your book that demonstrates scale of idea/concept. The actual weight of that depends on the type of work and clients I see you taking on. If it’s a larger scope client with major campaign work then yes it makes a pretty big impact on hiring.

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