{ "media_type": "text", "post_content": "“Keep pushing” is not creative feedback. 🙌", "post_id": "5ed7a84310f25d0023572e81", "reply_count": 27, "vote_count": 47, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising", "feed_type": "crowd" }
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“Keep pushing” is not creative feedback. 🙌

likesmarthelpfulfunny
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Why not? It means that your ideas aren’t good enough yet.

likeupliftingsmartfunny

I’m just telling it like it is. You’ll have some CDs in your career that will give vague feedback. You’re going to have to handle it on your own sometimes. It’s not ideal, but OP’s and Droga5’s CDs seem to be doing OK.

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Hmm, can you try rewriting that a few times? I think you can beat it!

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“Dig lots of shallow holes” and “you’re not there yet” are two of my faves.

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A creative director’s job is to direct creative. If you’re making 200k+ a year you should be able to read a :30 script, digest what’s wrong with it and clearly tell a team what needs to be improved. Feedback is an absolutely essential skill.

If you can’t do that, you shouldn’t be a CD, period.

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I had a creative director who would say “I don’t know, ya know?” Constantly and act like it was amazing feedback we could run with. Now, half her team is gone.

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“Play around with it”

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“There’s something missing...dig deeper!”

uplifting

“Blow this out” was my manager’s only feedback. Helpful.

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This post feels like it could be applied to any brand

I wrote a reply earlier but I erased it by accident, I’ll do my best to write it again—

“Keep pushing,” “you’re not there yet,” “play around with it,” “dig deeper,” “blow this out” all mean the same thing—you hit a good idea, but didn’t do much work after. It could be because of a lack of time. Or laziness. But you only tried 3 headlines or tried 3 variants. That’s not enough. Force yourself to do more than 3. Do 50. Yes, that’s hard, takes time, and is grueling. But you’ll land on something far better than your first 3 tries.

“Dig lots of shallow holes” means you’re too married to mediocre ideas, and have been burning too much time fleshing them out. Instead, force yourself to think of totally different ideas, but just the seeds. Do not spend any time fleshing those seeds out. Volume is the goal here. Eventually, you’ll hit an idea seed that leaps out and sings.

“I don’t know, ya know?” means you weren’t clear. We’re not talking about whether it was clear to her. We’re talking about whether it was clear to the target. You want it so clear that you could show the ad to your mom and she would get it without any setup or explanation.

Why don’t CDs just spell it out? Well, it takes forever to explain, and you’re a pro and the CD assumes you know how to concept. It’s usually going to be variants of the same feedback year in and year out, so why CD-splain everything? Why have the CD dictate a solution? Otherwise, the CD is doing the concepting for you, which is far worse than vague feedback. And ask yourself, did you really try to write 50 headlines, or did you stop the moment you hit a halfway decent one? You have to keep going. That’s how you get to the good stuff. You have to suffer through all the bad stuff first.

@McG J:☝🏼this!

I agree that “keep pushing” on its own isn’t valid feedback. I would happily accept “this isn’t working because ________ so keep pushing”. But not telling your creatives what isn’t working AND not telling your creatives what avenues they should explore means you’re giving them nothing to work with and asking them to continue shooting in the dark.

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likefunnyhelpful

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