What’s the future for creatives in advertising? What should we be doing to position ourselves for success in the next decade? It feels like the holding company model is dying. What will replace it?

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I’m still waiting for a good idea out of SapientRazorfish

likefunny

If you’re an art director, you should be doing everything you can to actually be able to make the ideas you’re selling yourself. I took an After Effects class two years ago, I’m taking a Cinema4D one now. I know how to produce final art for any kind of print and I’m a decent photo retoucher (for small things). I also try and shoot my own video often just to play with things like lighting, file management, edit, color correction, etc. Basically, I’m trying to make it so I have enough knowledge that I could do many things by myself or with a skeleton crew.

The benefit of all of this while I have a deep(ish) bench is that I’m able to give clearer feedback to people working for me in those individual roles. For example: If I need a motion changed on a piece of GFX, I can talk about motion curves instead of trying to mime the motion with my hands or vague words that mean something different to different people.

Planning for a day when there is no bench ☹️

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@CD1 I’m a copywriter and that’s exactly what I’m doing. I’ve learned photoshop, made over 100 short films, learned Google AdWords, Facebook ads manager, etc. I completely agree, it feels like creatives will have to be able to execute, not just ideate.

likesmart

Why are the expectations for AD so damn high all the time? I’m tired and now I have to learn to animate, 3d model, code, edit and photograph? Can’t I just concept/design/brand/layout ads? That shit already takes forever due to everyone’s asinine feedback.

Just let me be good at being an art director.

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Working as a creative in a digital agency, it's always so weird to me to read stuff like "creatives will have to be able to execute, not just ideate."

Is that really how it works outside of digital? You guys just brainstorm up ideas? That's so far removed from the space I work in at any level of seniority that I just assumed it was a joke for the better part of the last decade.

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For art directors, learn to code and shoot and edit video. For writers, learn to write a really wide range of things, from video scripts to Web site copy to social posts to strategy decks.

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@SR1 - ideation needs to be at 60-70% of your job.

likefunny

@SR1 We work at the same agency. I would love to see the videos Copywriters are shooting and editing themselves. Or the VR experiences Art Directors are coding at your office. The majority of creatives I’ve worked with do not produce their own ideas - with the exception of static images for sites/social. And even then it’s usually searching stock, not picking up a camera, sourcing talent, lighting and shooting. Big difference.

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@OP - I'm not saying the creatives at my office do production work, but rather that it's our job to translate research and strategy into a product, and then document the functionality so that the people who ARE responsible for building don't need to guess.

Ideation is like, 3% of the work. It would never occur to me to list that as the defining headline responsibility of my role (I'm an ACD who works mainly on digital product innovation projects, for reference. I don't touch media, print or even most traditional digital execution).

@Copywriter1 - put your money where your mouth is. Link your portfolio.

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Become an influencer. They are getting tasked with a lot of creative duties.

likefunny

@Leoburnett if strategists and business stakeholders are the ones ideating all advertising will start to look like those ridiculously complicated briefs I get

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Good job, @OP!

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Product is the way of the future. The only people that are going to be sitting around ideating in the near future are strategists and business stakeholders. Agencies know this and that is why they are trying to become consulting firms.
SR1- I’m with you on everything except the documentation piece. The documentation is not necessary to creating good work, collaboration with co-located dev teams produces better work than off-shore waterfall handoff.

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@SR1 - ideation is only 3% of the work? That seems shockingly low to me.

Also everyone learning all these programs and software, that sounds awful to me. I feel like any software skill is way more easily replaceable/ invaluable compared to the ideas I can bring.

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@CD1 I totally get what you’re saying, and fair point. I guess I myself would never want to be an 8 person team in one. If that’s what’s ahead I’ll gladly see myself out.

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Most times no, some times yes.

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what @cd1? what are you saying?

why exactly can't we let the animators animate,
the 3D generalists 3D model,
the coders code,
the editors edit,
or let the photographers photograph??

"because we output the physical product" is a horseshit answer.

we are tired. and this type of rational keeps adding insane job listings looking for junior ADs with the experience of a 10 year veteran multidisciplinary creative.

stop with all the hurdles and fucking help us be good at being art directors

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@ACD4 you’re looking at the software learning the wrong way. It’s not like there’s a finite amount of skill and for every percentage tech you gain you lose from ideation. It’s about finding ways to realize your own vision and solutions with help from as few others as possible. There will always be need for creativity and solutions, but it makes you more competitive to say: “Hey, I’m a CD who can do all this stuff AND think, versus saying: we can do this, but I need an 8 person team."

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@Leo Burnett 1 When you say product, do you mean product design?

If so how is that different from user experience design?

🤔

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