I have a new job at a place that does mostly social. Obviously I’m a dinosaur. But the main thing I notice about these younger social creatives is that there’s no drive for creative insanity? Or excellence? They all seem fine with just “here’s a format” or “here’s a trend”. And that’s good enough. And nothing is fun to make.

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Damn. Went to a spot like that for a hot second. It was truly just size and go live. That’s the stuff the platforms will fully automate.

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Hard to care when you have to deliver every day

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I work full time on social at a full service agency and that’s not how we approach things. Everything is very craft-driven but what does drive me nuts is that my CDs can’t approve anything without having a reference of it on social. Not that it’s a trend but just a reference of someone else having done it.

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Because clients ask

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Im not a social creative but working on a ton of social rn and not having fun

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What’s social media and why are my prod budgets spent on influencers?

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I’ve just noticed the same during a recent freelance stint at a social agency. All those people show in reviews is “this or that influencer would be great” or “here is a new trend” with absolutely zero idea for what exactly they want to do.

It’s sad what this industry has come to, but I think there is hope that all that idea-phobic stuff will get automated soon and what will be left is good, old, inherently human ideas-first thinking.

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yes but also client never give a shit about making fun work and no leaders seem to know how to sell it

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because that would be considered “trying hard,” which is cringe for them

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So as the creative director on the team, what do you plan to do about it?

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I run more campaign stuff. These projects I’m just pitching ideas. Everything is by committee. No one is is charge. All group brainstorms.

I mean, if the clients don't care, why should they?

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Yep

all the creatives are saving their energy for the juicier briefs that have more money behind them.

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