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All depends on who’s asking. I’m under the same roof with folks for which I would set everything aside, and others I wouldn’t bother to piss on if they were on fire. My spare time and any award potential would be secondary.
This is par for the course at good agencies, and for good, awarded creatives.
If you think award winning work only gets made between 9 and 5, you're a fool.
I think that’s bullshit
If it’s a client or company project with no budget but potential, you give them a non-billable job code and consider it an investment. You do not take their personal time.
All that free work so your ECD can get that free trip to Cannes....
I do it. But I've quickly learned these opportunities aren't really opportunities. They are pretend rally cries with no promise.
Personal time as in late nights? Hell I'd do that
I did it once as a mid level CW. While it was worth it because i got an awesome award winning piece of work out of it, i was also starting to burn out and it showed. The resource manager pulled me aside and said I’m fucking myself over by not billing the hours because at the end of the day finance only sees the numbers so if layoffs every came they’d have no idea how hard i was working. I don’t regret it though. Worth it to have that piece in my book.
Do it. Win some awards. It’ll help your book
Just because it’s not billable doesn’t mean it needs to happen on your time! That’s what non-bill time codes are for. If it’s a pro bono or passion project, then the agency should be investing that time, not you.
Isn’t this normal?
I mean technically everything has "lots of award winning potential." That tends to be the kind of snow job people give you when they just want a bunch of free work and favors on no budget, which I see is what youre looking for here.
Itd be a hard pass from me, but my advice is to only approach juniors with this--their bullshit detectors (you can call it jaded if you want, I call it my bullshit detector) arent as developed as someone who's seen a dozen or two of these projects come and go.
The best agencies are the ones where the actual, real campaigns that the clients actually want, pay for and run everywhere have award potential. That’s what is truly rewarding.
Really depends on what’s important to you at this stage in the game. Are you looking to build your book and win awards. Or are you looking for a solid work life balance where nights and weekends are off limits? But in my experience, if it’s awards bait it’s either an internal agency passion project or pro bono, both of which ain’t billable.
Yeah, no.
I'm fine working on a passion project on my own time, but why would I give the agency credit for it?
If they can't put it in their timesheets, it doesn't help anyone. Doing a favor for a client usually doesn't result in more amazing projects like that, it usually results in more favors. Setting precedence kind of matters.
Greatness in advertising comes from hunger. How bad do you want to create amazing work? Billable projects, non billable projects... what the fuck do you care? Great work will always come from burning the midnight oil. From outworking the rest. Creatives that have amazing portfolios have them because they just want it more than the rest. Because they work harder. Want work-life balance? Go ahead, get used to the 9 to 5 mediocrity. Want greatness? Go all in. Jump into anything opportunity that might present potential. Billable or not, big budget or not, greatness takes a lot of time of your own personal life. Anyways, if you’re really love what you’re doing, then is not a chore, but a pleasure. So... how much do you want it?
When you worked on this industry long enough, you will realized awards don’t mean shit. They are just sitting there to collect dust. Money and work life balance are much important then some shiny objects.
If it’s an idea you’re excited about and you have the time then why the hell not??
Every potential award assignment we get has to be done on our own time