The relationship with my copy partner isn’t working as I expected. This person waters down every single idea we have. Have you experienced that before? If so, how would you manage the situation?

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Are you my art partner?

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It's copy's job in part to think about feasibility and receptivity from a content standpoint. If your partner is way too conservative, ask him or her to take the MLR hat off for a few of the ideas. Tell your partner you want to have a range, so at least you have some more out of the box thinking alongside the conservative ones. At the end of the day, no matter how much we want pitch theater, the client will not appreciate seeing all ideas that are not feasible. A good idea has been pressure tested, is scalable, and logistically sound.

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Waters down? How?

I did a lot of years as a writer in creative teams in pharma agencies and the likely alternative point of view here is that running with something that’s clearly going to get nixed no matter how much you want it to get through is just wasting time an energy. There is, of course, a lot of judgement involved in assessing what’s worth pushing forward and what’s not. Getting both people to share some sort of common ground on that is very helpful.

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