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Its a way to be professionally open about double, triple dipping. It's a way of expectation setting too, that you wont be available 100% at all times, but this also means you cant charge like you'd be available 100% too.
At the end of day, you decide on exactly how you want to approach working with multiple clients, depending on what you can pull off
I’d call it fractional CCO
I might say creative consulting if you’re truly advising them on marketing as much as doing creative work.