Hey CDs, do you find it stressful to have creative teams that just don’t bring it. I have a couple that consistently table interesting and well crafted ideas and a couple that don’t and I feel I need to take up the slack. Management don’t want to let them go because of the current tightening of the labor market. I feel like these teams have me over a barrel and there’s very little I can do about it.

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Have you considered trying to help them improve rather than just fire them?

likesmartfunny

Sounds like valid performance issues to bring up.

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It’s easy to direct talent that is already good.

The hard part is figuring out how to direct underperformers.

YOUR job is to turn those underpeformers into great performers.

Bad ideas are not from a lack of talent, they’re from a lack of discipline. I.e., laziness (for lack of a better way to say it). Anyone with even a moderate amount of talent can be coached through that laziness. There’s PLENTY of well-documented methods on how to come up with great ideas. Just make your team actually do them.

Be like Mister Miyagi from the Karate Kid. Have them sand the floor, paint the fence, and apply wax. YOUR job is to be right there as a coach and make sure they sand, paint and wax.

They’ll whine because it’s tedious as hell. But then they’ll see how all that tedium will always result in good ideas. Eventually, you can remove the training wheels by gradually letting them handle the tedium themselves.

likesmarthelpful

If you’re past wax on wax off then what’s your role as CD even about? Just being there?

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Sounds like they need stronger creative direction

likesmartfunny

🤨🤔

There’s no excuse for not being able to bring a single good idea to the table when you are past jr level. This is ridiculous. There are plenty of hungry creatives out here that are willing to do what it takes to bring it. Those who don’t bring it and are being babied, don’t deserve to have the jobs they are in. No one is entitled to a job regardless of how privileged they are.

likesmart

Hmmmmm. What's the level of not brimging it. I'm going to go ahead and guess by your post that not bringing it is moreso " I don't feel comfortable showing this" vs. " this wouldn't get nominated for Cannes or a One Show Pencil."

We used to have 2 teams like this. Our ECD really embedded herself with both and I have to give her credit on that. Ultimately, re-shuffling helped the matter a great deal. Moving a strong person to a weak team can give you a good driver and someone with a good heat check for what will work. Of course, the flip side is you risk irritating that person and they look elsewhere. Tbh, both teams came around in the end but without bringing in stringer players to each it might not have worked that way.

likesmart

I got put with a weak performer a few years back when I was still FY and it was the worst. Be careful is all imma say about that.

We’ve had this issue. Like a junior team out-performing a senior team in both quality of work and delivering on time. We spend most of our managerial time trying to mentor the more senior team - and I’m 100% willing to put in that work. But when you look at the whole picture, a junior team with a bigger workload out-performing a senior team that is absorbing the majority of CD guidance (sometimes when they’re on the same project) that is really unfair to that junior team. And, yes, already recommended the juniors be promoted. And recommend swapping partners on the senior level - for at least a few projects - to see if that helps.

likesmart

It’s hard but helping them get better is our job

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There is no excuse for you, as their boss, to not make them better. I would imagine they’re equally frustrated that you don’t like anything and one party needs to bridge the divide. Lucky for you, that’s your job!

likesmarthelpful

Everyone has the capacity to learn and become better under mentoring. How much further they go beyond is also how far they can push themselves.

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Move them to kill it and bill it accounts. Give them the work that will take pressure off the team that do “bring it”.

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I agree with this. Put them on work that doesn't require as much creativity, like tactical emails. They might be very useful at it and will clear up time for the better team to do more creative work. If they don't do a good job, you can let them go with no guilt. And, there's a good chance they'll leave anyway because they probably think they're too good for the boring briefs. Your problem is solved no matter what.

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Shooting my shot…want to add a junior ad to your team? Best of luck in your situation, I’m sure it will work out with time and just being honest and helpful with them.

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I can sympathize. There are just some teams that, no matter the effort you put into trying to help them, just come up short consistently. It might be their partnership or it might be their overall level of talent. The reality is that some people are just never going to be great creatives.

If you feel like you’ve put in as much as you can to support them and the results just aren’t there, then maybe more drastic steps are needed.

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It’s time to gently or not so gently move this team elsewhere. It could be talent, it could be work ethic or it could be you just don’t like their style. I’ve been on both sides of all three situations. No need to be mean, just talk to creative resources and creative management and make the ask, put it as a business issue first (which it is) that you want to bring the clients your group works on great stuff and you need to build a team that works well together to do it. Another group may love these folks.

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The idea that you just fire a team isn’t realistic, most cds don’t have that authority for one thing. If a work team isn’t working out, and you’ve tried to make it better, then it’s time to move on, for everyone’s benefit. No need for drama.

Now imagine being an ECD or a CCO.

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Lol that’s even easier

likesmart

Do you have 1:1s with anyone on the team? Maybe individually feeling out the situation could help determine what’s happening? Sometimes it could be people are paired together who don’t mesh or some team members are carrying the weight of the others who aren’t cutting it while ALSO juggling their own work.

In this situation now

Give them the production work, the emails, as resizes, pretty much place them where they belong. If they can’t handle higher profile projects, don’t give it to them. Of course this is all after you’ve exhausted all methods in trying to improve them.

There is no excuse to not let a weak link go. This "tightened job market" is hearsay and exaggerated.

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