TRYING ON HATS
While throwing around some outrageous office anecdotes over lunch the other day, some work friends and I fell into comparing our experiences at past agencies we’ve worked at. As the chat simmered down, somehow it came up that one agency encourages people from different departments to team up and crack briefs. Apparently quite a few agencies these days are branching out from the traditional art director + copywriter approach to creative briefs which I think is great.
An M&C art director gave us some advice in the same vein at an Award School event:
In order for a creative team to be a strong one, the art director should be able to write, and the copywriter should be able to art direct if need be. Some writers think visually, and some art directors think in words.
Another Award School speaker described herself and her creative partner as “digital slashies”. They both do both parts of the job. Copywriting-slash-art-directing.
I love that there’s so much crossover between ad agency roles. As part of my current job as a writer, I use Photoshop and InDesign every day - something I never thought would be expected of me but something I’m glad I’ve made part of my practice. At M&C, I saw strategists write headlines, art directors suggest SMPs after client briefings, and senior account managers draw up landing page scamps. While ad-people are so specialised in their own areas of expertise, they’re so well equipped to work through other areas of the creative process as well, bringing something unique from their own experience to the table.
Although I’m a writer first and foremost, I’ve always wanted to be able to be part of the whole process, even if I’m only responsible for one particular aspect - it’s partially why I did the Master of Advertising. Now having ticked internships, placements, the masters, work in account management, and work as a writer/designer off the bucket list, I can say that the many hats I wear make me one serious “slashie” writer.
The People Person Hat:
I’m curious about the people I meet and the things that make them tick, so I ask a lot of questions so I can hear their stories. When I’m looking for insights, inspiration, or another perspectives, I have plenty of friends in different departments and industries to go to for a chat.
The Designer Hat:
Wearing this hat, I understand that “a quick tweak” isn’t always a “quick” tweak, but that a small tweak actually can take a job to the next level.
The Account Management Hat:
Wearing this hat, I understand that the reverse client brief is a contract, and all creative concepts are measured against it. A client may like an idea, but if she knows her senior manager won’t buy it, she won’t even put it forward. It’s important to be flexible and willing start over if it’s not right. But it’s still so worthwhile to think outside the box, because even if the client isn’t looking for a progressive idea right now, she might need one later and give my work the go-ahead then. Knowing a brand inside-out keeps me on the front foot and helps me sell in the work.
The Strategy Hat:
Wearing this hat, I understand that the best creative development happens when the creative team understands exactly who they’re talking to, and exactly what the comms are trying to achieve. I understand that there are millions of ways to approach a proposition, and landing on the right one makes all the difference to the success of a campaign.
The Experienced Junior:
Wearing this hat, I still soak up every detail, but have the confidence I need to stand tall in a big industry. I’m motivated to come in early and stay into the evening to make sure I can get through my work thoroughly. I put my hand up for as much as possible, because every new project gives me new perspective and insights that could trigger ideas for other briefs. I’m eager to make an impact on the industry and the world. I’ve built up an amazing support network, and am having heaps of fun with my work and with my colleagues.
*Inquire within to find out about the rest of my hat collection.