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From senior creatives, I expect
Being more proactive in terms of anticipating potential problems or issues, and having solutions ready. I want you to come to me with the problem and the solution. Not the other way around, or from the client.
Finesse and finishing touches in decks.
You should be able to build a deck that looks great, no typos, flows smoothly and helps sell the idea.
Question briefs and push back. Don't wait til it's too late to flag a problem. You should care about the strategy and the work behind the work.
More, better ideas.
A solid understanding of budget and what things cost.
Present on your own. Handle client questions.
100% agree with this. It’s about being able to think beyond your immediate task. Understand the entire project/brief, not just your portion of it. Question things, think big picture, push back, think about the things that I would think about before I think about them. Be able to manage the folks below you, or step in temporarily to act as ACD if they’re on PTO.
I don’t think it’s just about output of ideas. You want more volume from juniors and more quality from seniors. But ultimately what your boss probably wants is a mixture of having a confident style / knowing where you want to push the work to and why + the ability to start doing stuff outside just ideation - managing clients, making production decks, and taking a little bit of an interest in the juniors under you and their growth.
What do I know 🤷
You know after 30 minutes of concepting when you finally think of a great idea and you stop? A senior doesn’t stop. You keep going and do this another dozen times.
Except those times when you get a few hours to work on something. Then they get what they get.
There is an art in creative I call “seeing beyond the brief.” Seniors can sometimes do it, juniors just can’t. (It’s hard enough just getting them to land the brief…)
thank you very helpful!
I expect ideas that are conceptual and strategic as well as creative that are still on brief. Understanding of the insight and strategy and expanding on it or maybe even coming up with your own that is relevant. It’s not about quantity, it’s about quality. Being able to handle projects on your own with minimal supervision. Knowing to check the work before showing it, making sure there are no typos, everything is timed correctly (if it’s a :30 it should be :30). Can defend your work and handle client questions. Keeping budget and time in mind (don’t come up with ideas that are way over budget or would require 6 months to execute).
Juniors are executional and volume. Seniors push creative further, think more high level, and start to exhibit some leadership versus being a boots-on-the-ground person waiting for marching orders. Proactivity is another difference. You may want to sit down with your boss and say you really care about pushing yourself and ask to map out some goalposts to hit
More strategic and realistic idea. When you’re a jr anything goes, but when you’re a senior you need to also think ok either how am I gonna sell this in or does it fit with their business objectives. That doesn’t mean a boring idea, it can still be bold and edgy AF, but you need to start knowing what’ll get the room excited.
Being Senior, a CD should be able to trust that you're experienced and just let you get on with your job with little input.