Former CW here. Went the planning route because i already had a corporate background that helped me start off at a higher pay. Recently laid off and trying to find an angle to exploit my creative and strategic expertise. I used to be a good cw -and even won awards- but i really needed the income planning offered. I’ve also done well as a planner. What can I do? I have mentored many creatives and strategists to know that I might be a good ACD, as I seem to have more talent at guiding than doing.

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I’ve been in similar situations in the past. I think you have two options. You can either focus on de-hybrid-ing your book (to make yourself more agency-friendly) or market yourself as an independent consultant with a broad range of skills (good for freelance; some in-house situations will appreciate this.) I’ve learned over time that agencies prefer “clean” job descriptions and roles. Easier to pitch to clients, easier to bill for, easier to manage duties internally. In-house appreciates skill breadth a bit more, as long as your skills are in alignment with business needs and goals.

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Got it. I did some soul searching and realized CW is what I really want to do. Strategy was a learned skill, but my talent is in writing and concepting. I’ll pivot my book towards copy. Again, thank for the advice!

Not sure if it matters, but I have big agency experience (3 agencies) + small agency and in-house as well

Maybe look into content strategist roles at tech companies

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