“What’s your process,” I had never really thought about how to articulate that … but I believe not having a good answer on an interview lost me a good job. Now I’ve heard that some copywriters have branded decks or Google slides to represent their process. Thoughts?

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Panic . Panic. Panic. Watch a movie or something. Panic. Oh! Idea.

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WEIRD. My process is proprietary.

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“The best process is not having a process at all” is always my answer and it always never works.

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LOL - That’s totally my style, straight-up honesty - and yeah, it never works!

I’ve had some interviews where they asked me for my process and sketches leading up to the final campaign. I was never asked that before so I kept talking and pulled out my external and went through all the rounds. From ideas written out, sketched in notepads, to word docs, to first round presentations and the presentations that followed. It was weird but it got me hired.

I imagine some shops that ask this question, probably had prior experiences with grifters or people who took credit for someone else’s work. I personally prefer this angle over a “test” or “assignment”.

So now I just have an external of all prior iterations of all work all organized just in case.

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Were you interviewing at bakery? That’s the only place I’ve ever heard that question. If so, run.

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Even at a bakery, it’s a stupid question. “I follow the recipe.”

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It seems odd to have someone ask that during an interview. However, in a completely different context, I've asked my CD that question before in search of guidance and the answer I got was "there is no process." OH REALLY? OKAY.

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The tricky thing about processes that non creatives don't get is they become a crutch, predictable, or templated. This is just how it is as the creative work becomes more production and data driven. All this process talk is tech talk.

If we're to believe the mythical 🌈 old advertising text, people smoked up in the office, drank in the pub and played pool.

None of us have processes until we have to answer this for dumb question.

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Aside from the usual read the brief, research the product and competition, look at the media the target is consuming, I have three things I would say are a process. I write down everything that pops into my head during the brief meeting - even if it’s dumb or makes no sense. I never work on a brief the day I got it (unless the timeline is screwed). I sleep on it because apparently our brains learn and solve things while we sleep. Then if I am stuck on something I ask myself how would I not solve this. Like what’s the campaign that if I saw it I would deeply sigh and question everything. Then I try to think of the opposite of that. I don’t have a google slides deck about it, though.

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Can think of it as what heuristics to you use, that might help

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Well my process starts with gorging on processed foods.

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I despise this question. Get it all the time in interviews and it’s never made any sense to me. There is no process. You get an idea when you get an idea.

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