How do you help younger teams think more critically about the work they bring to you? Especially when they often get paired with more senior creatives who end up picking up the slack for them. ...

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I like it when young creatives bring 30-40 ideas, even if 4/5 are crap. I usually comment on all of them, explaining what doesn’t work and why. Sometimes a combination of two shit ideas is pure gold. And those no-filter teams tend to learn and progress faster — they simply fail more. I’ve heard that the Fearless Girl was a bronze cow at the first review.

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Agreed. It's their job to be prolific and ours to be their filter. It's the only way they'll learn how to tell a good idea from a crap one. And it's the only way we learned.

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An argument could be made for asking them to only present their top 3 ideas. This teaches them to think critically, tie work to the brief and begin to edit themselves. You can always look at more ideas, but asking them to pick their favorites (and rationalize their choices) will speed up their ability to think for themselves.

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Bastard of a problem, always. And depends on your objectives for the individuals. In the instance (presenting work they want to sell to you) you need to shift the context and the focus. If s/he are keepers you need to create learning moments that aren’t tied to work they want to sel.

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I asked them what they think the client would say. The first few answers are gonna be funny af, bitter, ice-breaking comedy. And then you’ll actually start to think about the business

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Help them to better understand what they’re trying to achieve...be that laughs, clicks, recall, etc.
Seems obvious but it’s regularly overlooked.

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I would say this is an issue of quantity over quality - the desperation to sell an idea and the expectation that someone else will think through it for you. I’ve tried the socratic method. I don’t want to step in and take over but when it’s down to the wire all us CDs do. I should add these are folks who should be mid-level and aren’t performing at more than a very junior level

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I usually ask that all first ideas have the actionable insight their idea is pushing off of, why it’ll work, and why a client would be crazy not to buy it all written out with the idea. It forces them to refine the ideas before presenting as they try to answer

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