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IHAVEANIDEA.ORG > ask jancy >  I’ve started in direct response, but I’m longing to get more creative

I’ve started in direct response, but I’m longing to get more creative


I’m a new Brand Manager/CW working in a very young DR agency with a pretty impressive clientelle (as far as DR can be considered impressive.) My aspirations are creative and being required to use words like “limited time” and “revolutionary breakthrough” is taking its toll. I love the people I work with and the products are interesting, but I’m craving more creative! This is my first marketing job and I’ve been lucky enough to have the opportunity to take on a lot of responsibilities I wouldn’t otherwise be trusted with at a big, established place. How do I reconcile my longing for more stimulating work with my responsibility to sell! sell! sell! ?

intro Ive started in direct response, but Im longing to get more creativeGood news: you have been getting priceless experience that will serve you well as you go forward. One of our interns took a full time job in OgilvyOne for a couple of years before moving on in ad agencies as a copywriter, eventually becoming a partner at Modernista. Shane Hutton would tell you he would not have traded his DR experience. Next week a senior DR copywriter will be starting a new chapter with a ‘traditional’ art director in our department: they’re one of our 360 teams with expertise in many disciplines. That’s a good place to be. She has always shown interest in all channels and that’s key for you too. When it’s time for you to make your next move (give this job a year—it’s only fair to your employer), tell CD’s proudly that you have this starting point, instead of being ashamed of it. If your book demonstrates you can think in a media neutral way, you’ll be golden. BTW DR doesn’t have to be packed with starbursts and exclamation points. Aspire to make your work exceptional—that means it sells and it’s creative too. In fact the more interesting the thinking the better it should work. Really.

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  • http://profiles.google.com/racheldkane Rachel Kane

    Thanks for the great advice, Jancy! I’m working hard, both on my book and at my desk, and you’ve inspired me to reach further with my DR work.

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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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