i started my first CD job last month at a new agency, i’m struggling with not working into briefs? i love shaping the work and supporting teams but i lowkey feel like i’m slacking off. is this normal? how did you go with the transition?

i was a creative lead at my last place so CDing projects but a creative on others for context.

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Yeah it’s tough at first. But you’ll soon realize that empowering others and guiding them is incredibly valuable. It’s important that CDs stay in lane and don’t write the work, as that is super discouraging to the teams working into them.

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yes i love that part! and totally agree on staying in my lane :) thank you for this

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you've got 2 audience. one that wants you to "shake the tree" and the one that needs your wisdom and sometimes help. there's a difference.

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You will end up writing the ads when the teams can't crack a brief. Hopefully that won't be on every brief!

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Just thank your lucky stars that you have a job. Do as you're told, lay low and survive.

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oh yep, that’s very much what motivated this post haha

I’m honestly too busy to be concerned with feeling like I’m slacking off. My job is now to shape and sell work, and I’ve just had to accept that. At some point I’ll go back to freelance and be the one making shit again. In the meantime, my focus is helping my creatives build the best books possible.

Defend creativity within the constraints of a brief, Help making creative sense of it. Join the accounts team in that meeting, ask them, let them think ideas and not mandates...maybe, some day, when the stars align, they'll realize this is an Ideas Agency...and the only thing differentiating one agency from the other is it's creative output.

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