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I’ve done that from time to time. I usually run the idea past my CD first to get their thoughts. If they like it I get them to help me make an introduction to the other team. it’s still within your agency and the idea would go unused otherwise. I’ve never seen any creative director react poorly to this kind of initiative. It’s free work 🤷♀️
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I’ve sold more than one idea this way.
First, I go up to the the CD and say something like, “I heard you had a brief coming up for XYZ. I had a random idea while concepting for ABC that I thought might work. Would you be interested in seeing it?” Usually, they’re curious in that moment, so be prepared with your one-liner.
(SIDE NOTE: I usually do some research on the brand before I do this to see what they’ve been doing, understand their tone, and see what they typically buy. Then, I make sure to adapt the idea to fit with what I could gleam from the public information.)
ECDs usually tell me they like it and ask me to do a formal write-up or put a deck together. Or, they say that it’s not be 100% on brand, they’ve pitched something similar before, or it’s not big enough and pass. Then, I just say something like, “Oh, that’s good to know. Thanks for hearing me out. If you have any briefs in the future you could use help on, let me know.”
They usually do. I assume it has to do more with the hustle than the actual idea. But, either way, it’s a leg up.
Do you mean internally? Or to the client?
If internal, just book a meeting with your CD.
External is trickier, but your CD should still know what to do with it or who to take it to next. You have to consider client conflicts and whether it’s business your agency actually wants in the first place, but if it is then there’s no reason you shouldn’t be able to pitch it (assuming it passes all the internal checks).
Internally, with the hopes that if they think it’s good it gets pitched it to the client. Same agency, just different team.
Can you raise your hand to resourcing that you have extra bandwidth? Maybe this team needs some extra help right now? You can go in and get in the trenches with them, knock out some day-to-day stuff... earn their trust/respect. Then, gently (ever so gently) run your idea by them? Remember, this team will pride themselves on being the keeper of the ideas for this brand, so be delicate.
A good idea. It is a big agency though so I dunno what the chances are that this specific brand team needs copy help over the other accounts here.
I’ll always look at it. But more often than not, I can’t use it bc it’s good creatively but off strategically.
But that 1 time out of 50, it’s good and I’ll find a way to get it to the client. And there are a whole new set of hurdles there. But I haven’t seen CDs or clients upset to get free ideas.
Does your agency actually have these brands and u don’t work on them? Or are they just outside clients with no connection at all?
The brand is one of the agency’s clients. But I work for a different client at the same agency.
1- Don’t just surprise people with ideas they didn’t ask for. A) they may feel that’s their territory. B) Your boss will find out the wrong way.
2- Talk to the CD to say: “Hey, really liking the work you and your team are doing for x client. I’d love to be able to pitch in once I a while. Would it be OK to share some ideas if they come?”
3- Make sure that whatever time you put into this internal side hustle doesn’t take away from you doing an awesome job on your account.
4- Talk to YOUR CD to make sure he/she/they are OK with you burning the midnight oil on someone else’s account. If you are fully dedicated to one client, then that client is paying for 100% of your time and it could create issues for the agency if they find out you are putting “their” time elsewhere.
My take.