What are the key characteristic differences between a senior copywriter and mid-level copywriter?

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Experience.

Experience with tougher briefs. Experience with more tones. Experience making a tight deck. Experience with developing points of view. Experience with different structures of writing and manifestos. Experience with production. Experience with VO records. Experience with deadlines. Experience with tough clients. Experience with pitches. Experience interacting with other depts in constructive a manner.

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But there’s the rub:

What makes a senior good or bad - competence.

What separates a senior from a mid level - experience.

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Senior CWs should be able to creative direct themselves to an extent, bringing stronger, less expected, and overall sharper thinking. A lot of mids put out what I call “homework creative.” It looks like an ad, but there’s nothing special about it. Also the ability to actually meet deadlines

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Experience. Experience in pitches, in managing time and energy, in understanding client service, and a lot of other areas.

Personally I think mid to senior is the most significant leap between role levels, more so than senior to cd or further. Mids are seasoned juniors. Seniors are essentially creative directors, or should be able to fill that role.

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adding to this question - do you expect seniors to be able to manage teams?

got promoted to senior at my last gig, but I never managed teams, occasionally just junior creatives.

My current gig ive had for just four months, my ECD asked me one day if he had to leave tomorrow, would I be able to manage our team of eight creatives and all of their projects for a week? (half of them i don't even work on and many are more senior than i am)

i tried to be humbly honest and say i wouldn't let him down but it would be a first-time experience so it would be brave to promise perfection - and he was a real dick about that answer. asked me "what agency would promote you to senior if you couldn't do that"

Seems true 👆

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