Does anyone else feel like their ECD’s scrap everything round after round and just end up going with the “last” ideas instead of the best ideas?

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Later ideas are usually better than early ideas.

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Not necessarily. There’s a certain point where they’re scraped from the bottom of the barrel.

Gotta work through the obvious thoughts before you start hitting the interesting ones.

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I’ve seen very good ideas get passed over in round one. CDs think they’ll lose face if they go back to them.

Cut to presentation day and the ideas in the deck are, let’s say “less than ordinary”.

It’s frustrating, unnecessary and tells you that you’re working for people that think like the people above.

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No one above is saying that you can’t have a good idea in the first round. We’re saying that the more you think on something, generally the better and more original the thinking is. It’s universally accepted Tenants of creativity. It’s why creatives want longer concepting periods. It’s why it takes 100 headlines to write 10 amazing ones. But sure we’re the bad ones for thinking that 😂

Can definitely be discouraging but when you really squeeze the stone, the juice is usually worth it.

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I think that’s just how advertising works

Most of the time I’m desperate for good things. If I scrap it, it’s because I don’t think it’s good. Yes, sometimes the clock runs out. But if you have good things the first time around, I’m thrilled. To me, it sounds like you and your ECD don’t agree on what good is.

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