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pad you hours, every good creative does
Keeping track of how billable you are is important for your job security. I suspect Creatives get more leeway but still. It’s a good idea to seek out billable work when you’re regularly below 75%. Tell people you have capacity. And raise issues if you are being pulled into non-billable meetings. I would also check with your manager on whether some things you think are not billable actually are. If you’re thinking about the work, reading about a relevant topic, looking at competitor work, etc., this should be billable.
This sounds like a discussion to have with your boss. What’s the expectation? How much variance is “normal” on a daily or weekly basis? What are ways you can get your billable hours up if there’s not work to be done? Etc…
“Sprinkle,” as my PM used to say.