What are you supposed to be doing as a junior?

I’ve only been working for a year and half, but I’m feeling really behind in my career already. I haven’t gotten to work on a TV spot and mostly spend my days writing social captions or ideating for social despite not being a social copywriter, not even really contributing to larger brand campaigns. Is this how it is until you’re mid-level or do I need to start the job search again??

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I didn't make a tv commercial until about 4 or 5 years in. I was doing social and digital, and winning awards for that work.

Focus on how you can make the work you are doing as great as possible.

And keep track of the stuff you do so you can approach your boss and say "look at what I've been doing. It's great. Can I have a shot at bigger projects, please?"

likeuplifting

The last year has been awful for production in general. So I doubt many of your junior competitors around the industry are doing much TV either.

Is there any room for personality in the social you’re doing? A couple cool ideas and some funny headlines/copy here and there could showcase your talent. No one is expecting a junior to have tons of production experience under their belts anyway. Even two years in.

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Actually understanding social and how to write/ideate for it is a BIG skill. It’s rare to get briefed on a tv-only campaign, and rarer to work at an agency that isn’t expected to be able to do smart social work. Leaning into that aspect will make you more valuable, wherever you go next.

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I was in the same boat. It might not seem like it but you are learning and growing! After a year, I decided to jump ship and am getting my hands on a lot more. I’d say be aggressive and ask to be put on more briefs that are more what your speed. If that doesn’t work, yes start the job search.

This is normal. Juniors rarely ever work on campaign level stuff, and if they do, they dont do much of the “real” work.

If your friends are posting their TV spots I’d guess most of them contributed very little to the end product.

By mid level, you’ll start seeing more than social. That being said, if it bothers you, go speak to your ECD and let them know you’re ready for a bigger challenge.

Ask for briefs on the side. To do after hours or when you’re job duties are done. Thats how I got my first TV campaign. After hours work and wound up beating out the senior teams on it. Don’t get me wrong the idea was good and the scripts were shit so a senior team helped mold it, but it got my foot in the door to the good assignments.

I’ve worked on a few TV spots and that’s VERY rare for a junior from what I’ve seen. I started with only social as well. But I got good AND fast with it, and I used that extra time to ask the senior copywriter I was working with if he needed any help. He started tossing me small spots that were mostly done. But soon I had written 2 larger spots that I was proud to say I had done either most of the concept work or flat out written. It’s all about showing you can be of use (just from my experience 😅).

what is a social copywriter ?

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