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I’ve been in this exact situation, and there’s a misconception that the writer is always the one who leads conceptually. That’s not true. This is a real opportunity for you as an art director to step up, lead the thinking, and show your conceptual muscle. Walk them through how you approach ideas, bring them into your process, and set the bar by example. If you’re already doing the digging, own it. That kind of leadership matters, not just for the work, but for your long term career growth.
Well said
Set expectations, I.e.:
“Hey, let’s connect on xyz project and each bring a few thought-starters and ideas. We can workshop them and brainstorm more concepts together.”
And make them feel safe to share bad ideas.
This is the way
As a senior? How is that even possible?
I’m well into two decades in this field, and I’m convinced that 80% of advertising creatives have almost no conceptual chops.
Enthusiast
Hire me as well
Is it a learning opportunity? Sure. Is it sustainable. I don’t think so. This feels like for a certain period of time you’re learning some skills, but it will get old very quickly. And most importantly, you might desire a partner that matches where you’re at in your career better and someone that you can also learn from.
I’ve been in this situation before.
Congrats, you are now an ACD doing a job above your pay, plus you are doing half of a copywriter’s job, so that’s even more value you are bringing without extra pay.
You must decide how long you are willing to give away your value to a big corporation for free.
Hire me
Establish a rep for being the one who brings the fresh thinking, insights and ideas. If you do it consistently enough over time, those in power will eventually see what you bring to the table, and you’ll have more opportunities to concept with other people on other brands. Raise your hand for pitches, and distinguish yourself. The classic, locked copywriter and art director evergreen duos for teams really isn’t the same as it was. You’ll have other partners, particularly if you get a promotion ahead of your current one who might get laid off at some point. But in the meantime, try to elevate your agency’s creative capabilities, one project at a time.