Not everyone has to be everything. Not all creatives have to love social. Not all creatives have to live big brand work. Stop castigating some for having a particular interest or skill set.

likeupliftingsmart
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I just wish someone would love banners.

funnylikeuplifting

I only like homepage takeovers, if it’s not a homepage takeover it’s lame af

funny

But what will we possibly grandstand about on Fishbowl?

likefunny

Agree. I think the issue is when creatives insist that they can do anything when they clearly have no interest or aptitude in a specific arena. Much better to know what you’re good at and love and own it.

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I think it’s really hard to be the lead on a large integrated campaign unless you have a solid understanding of all the major pieces. If you want to be a role player (and there’s nothing wrong with that) then I agree with your statement.

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The thing that makes me laugh is clueless recruiter/talent/ops people being dead set on “social first” creatives as if everything else we do has no transferable knowledge and we don’t all use these apps within our campaigns or in our personal lives. TikTok isn’t Python.

Like…you’d have to be really, really niche (/senior) in this day and age to not be a generalist creative.

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Not anyone ‘can’. Any more than just anyone can write radio ads or ideate large scale experiences or activations. I actually think and have experienced that agencies are willing to pay highly for creatives who actually understand social beyond ‘it’s just memes’. Social changes and flexes constantly and if you’re not a creative working in that flow on a daily basis you’re not really the ideal fit for a brand that wants that expertise

You don’t have to “love” different categories of creative. But you better be able to flex across multiple categories on accounts.

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