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Bad creative direction.
I need more context.
Have you asked them to clarify or provide more feedback? It’s your job to communicate you need that from them.
And if you do and they still can’t articulate why, or give you a sense why it’s not right, then it’s bad creative direction.
Before being ACD, I used to be the first one to say this is “bad direction.” Now on the other side, I see how hard this job is and how quickly ideas need to be found, improved or killed, and how many things get overlooked during the process.
I’m not excusing bad CDs, they are real and there’s tons of them out there, and you might be dealing with one of them now.
But if you aren’t clear or wondering why, you should ask.
Depending on the agency, they have a lot on their shoulders. And good communication will not only improve the idea, but also make you stand out as someone who cares about the work.
Bad management
Merciful. Good CDs don’t talk about the bad stuff, they focus on the good.
I agree with OP here. The best CDs I’ve ever worked for were just as clear about why an idea didn’t work as why it did, and that helped me get to better ideas faster.
Sometimes an idea just doesn't work
^But sometimes this is true.
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