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Some things you'll be expected to do as a senior writer:
- Lead client presentations, with CDs there just for support.
- Run shoots and VO records with little to no supervision.
- In a pinch, pair up with CD and ACD ADs to lead presentations and projects.
- Incorporate feedback from account and strategy without direction from a more senior writer.
- Have a bulletproof internal meter for acceptable copy.
- Raise the bar creatively, but also bring effective, workable solutions for every brief.
Experience helps you see the dead ends before they arrive. It helps you manage workload. It helps you see the broader context of what you’re working on. It makes you more efficient so that you can make more work, and it gives you the maturity to make smart decisions as you go. It’s your junior or mid level self but better in every way. You’ve been around the block so you’re street smarter. You’ve seen how clients pick ideas and you have more experience in selling as well as knowing what can and can’t be sold and how to sell uphill. Same for ACD CD ad infinitum until you realize you’re ‘bout ready to be done making ads. Then it’s admin time!!!
When did I make the jump? When someone above me said, “you’re ready.” 🤷♂️
Pure fierceness.
Here's my advice, which completely sidesteps the question (because I don't believe this is a good question to be asking):
I know people that rose up to ACD in less than two years. I know people who have been in this business for over 10 years and are still CWs or ADs.
There is no answer to the question other than the work and the person.
Do not worry about the titles. Be the best you can at your job. Add pieces to your portfolio.
If you are not growing or are miserable at your job, look for another job. You can let a headhunter or recruiter worry about the title for now.
But worrying about whether you're mid or senior is just a waste of time.
Your work and experience will decide that.
Ok CD1 makes a good point. We shouldn’t chase titles for titles’ sake, it can land you with a higher title but a lower salary. I just interviewed a candidate that’s way under qualified for the senior position they were there for. They’ll likely still get the job and title bc we’re desperate but with pay that matches their level. So they’ll have more responsibility, lower pay, and soon be disgruntled when they discover it’ll be YEARS before they ever reach ACD and probably never catch up salary-wise without jumping to a new agency.
My senior colleagues have told me it's simply a matter of time - basically, just be there long enough and you'll be given the opportunities of a senior and then you might get the official promotion. It recently happened to a colleague of mine - after 2 years of essentially working as a senior copywriter, he got the job title change. That might just be the case where I'm at, though - whenever I've asked for guidance on how I can learn and progress, all I've been told is "keep at it".
One agency hired me and gave me a Senior CW title because the client wanted a senior copywriter. My next agency didn’t have levels - we were all “copy creatives.” Salary was always based on experience, not title.
For me, a senior can crack the big idea, craft the narrative from insight to execution in the deck, and be confident presenting to client.
But the biggest thing I look for is an ability to edit. In addition to exploring concepts, scripts and lines widely; really prioritizing and culling down the shotgun blast of ideas; having a stronger POV on which ideas of yours you not only like but think are right for the brief and why.
Jump
The difference is experience, and application thereof.
Time mostly. If you’ve gotten all the student work out if your book, you’re leading client presentations, running shoots, etc. you’re ready. If not, get to work or get to another agency.
Titles are also different at many agencies. I was never hired as a Jr.CW. it it was my first job. Got my next job at the same title, but a 45k raise, a year and a half later. Busted my butt in every role. Regardless of title. They promoted people at my last agency only because it was review time, and that’s what they did. I was shocked when they didn’t do the same thing at my next agency.
Just hustle, do the work you’re assigned, then ask for opportunities on pitches and plums to work on after hours and soon you’ll be asking what’s the difference between an ACD and a CD.
It really depends on how many senior people like you. I started at an agency about the same time as someone 20 years my junior. Within 3 years, she's had 3 promotions (ACD, ACD with direct reports, and now director). Meanwhile I have tons more experience and am still a senior writer. Leadership moves forward their favorites. You've got to be willing to move on if you're not a favorite or just let the whole title thing go and do great work.
Mainly it’s about being able to recognize what’s good without as much hand holding and being able to better self edit. A Sr Copywriter is expected to be able to nail brand tone without being redirected.
Also the ability to present your own work well and sell the idea to the client more independently
I started being considered for Senior Copy roles when I told people I was a senior copywriter.
Bosses, employers, CDs, HR, and everyone else want you to think you need approval to advance. You don’t. Just take it.
Respect