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IHAVEANIDEA.ORG > ask jancy >  My creative department has no creativity

My creative department has no creativity

I work in a small ad agency where I am the only person with an advertising background. I was lured in by some great creative which I later learned was years old.
The rest of the creative team comes from English, communications, PR, history and biology backgrounds. I understand that this can benefit an agency, but in this case, our creative work is suffering horribly. Ideas the CD presents to clients wouldn’t have made it first round in ad school. These people have no idea how to brainstorm, critique ideas or weed out the crap to get to the good stuff. Sadly, a few regional awards a year are enough to make them think they’re doing a good job.
The higher-ups are in the process of hiring a senior art director, but they are not asking the candidates to have any advertising experience. When I suggested we add that criteria to the job listing, even as a plus, I was told it didn’t matter and that “it’s all the same.”
Is there any hope, or is it time for me to move on?

intro My creative department has no creativity This is a baffling one. A senior art director with no advertising experience? Then what makes them a senior art director? We appreciate and applaud that many agencies are tapping into brains outside their world to enrich the exercise of brainstorming/problem solving. But it sounds like no one is then left to craft ideas that emerge from the group…and there’s a no-win situation if any good ideas limp into the world without talented writers and art directors to make that happen.

Yep. Time to leave the Twilight Zone.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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