{"id":3625,"date":"2025-07-17T15:45:57","date_gmt":"2025-07-17T20:45:57","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3625"},"modified":"2025-07-17T15:45:57","modified_gmt":"2025-07-17T20:45:57","slug":"semi-homemade-creatives-part-2-diying-your-creative-team","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/semi-homemade-creatives-part-2-diying-your-creative-team\/","title":{"rendered":"Semi-Homemade Creatives, Part 2: DIYing Your Creative Team"},"content":{"rendered":"
\n
\"Photo
I swear to dog, I did a stock image search for \u201cbad food,\u201d and this was the sixth picture, and I don\u2019t know what in God\u2019s name is happening here but it\u2019s staying.<\/figcaption><\/figure>\n<\/div>\n\n\n

I\u2019m back and, as threatened, I\u2019ve got a Part 2. In Part 1, we talked about how talented creatives don\u2019t just show up on your doorstep<\/a> like a baby in a basket with a note that says, \u201cPlease employ this copywriter, her name is Clio.\u201d We talked about training juniors, and developing\u2026 regular creatives (is there a word for the ones between junior and senior? I know there\u2019s \u201cmid-level,\u201d but it sounds so\u2026 mid), and taking advantage of the experience of seniors.<\/p>\n\n\n\n

But why are we doing that? What are we even using those freshly baked creatives for?<\/p>\n\n\n\n

For lots. Let\u2019s talk about those creatives, and what they do and why we need them.<\/p>\n\n\n\n

Train a junior if:<\/h2>\n\n\n\n

You\u2019re hurting for fresh ideas. <\/strong>This actually could apply to any level \u2014 need new ideas, bring in a new person \u2014 but a junior is great for this because their ideas are fresh<\/em> fresh. They haven\u2019t been ground down by the grist mill that is the advertising industry and taught to corral ideas that really could be let out to run. Bring in a junior, let \u2018em cook. (And when they do, really listen to them \u2014 ideas you wouldn\u2019t have thought of is the whole point.)<\/p>\n\n\n\n

Your more senior team is strong, but their plates are full. <\/strong>God, I kind of feel like I\u2019m betraying those more senior creatives here \u2014 \u201cYou don\u2019t have to hire a mid-level or senior creative! A junior can do it just fine!\u201d is a huge part of the attitude I rail against. But every creative has tasks on their plate that don\u2019t require decades of experience and a portfolio school certificate to execute, and when that plate gets full, there\u2019s no reason not to offload some of those tasks to a qualified, if more junior, colleague.<\/p>\n\n\n\n

And I\u2019m not talking about little scutwork tasks either \u2014 this includes tasks you wouldn\u2019t necessarily think to entrust to a junior, but you\u2019ll never know if you don\u2019t try, they\u2019re going to have more senior creatives around to make sure nothing explodes, let\u2019s roll some dice.<\/p>\n\n\n\n

You want to build long-term strength and stability in your organization.<\/strong> \u201cBringing in new blood\u201d is always a good thing (except in medicine, when it generally indicates something has gone horribly wrong). But if your business strategy leans more toward stability than disruption, senior creatives who are seasoned not just in the industry but also in your agency culture, goals, and leadership styles, those are going to be DIY, and it\u2019s going to start at the bottom.<\/p>\n\n\n\n

Develop a\u2026 regular creative if:<\/h2>\n\n\n\n

(Seriously, please hmu with better suggestions for what we\u2019re calling these people<\/a>.)<\/em><\/p>\n\n\n\n

You need a doer. <\/strong>Ideas and strategy are crucial, but without someone to execute, they\u2019re nothing but a lonely pitch deck in the back of someone\u2019s inbox. You need a reliable creative who can execute on those ideas and strategy, without handholding, applying experience and industry knowledge to create work you\u2019d be happy to show the client. If you don\u2019t have one of those, a mid-level creative is built for the job.<\/p>\n\n\n

\n
\"Fifties-style
And this was the 15th option for \u201cmid level,\u201d and I do not know what\u2019s going on in Stock Photo Land, I simply do not. Is everything OK, Stock Photo Land?<\/figcaption><\/figure>\n<\/div>\n\n\n

You\u2019ve got creative leadership in place, but not enough hands. <\/strong>This calls back to the previous one \u2014 if you have a glut of CDs and ACDs and senior creatives with no one else in the dugout, you might as well not have job titles, because you\u2019re all going to be doing all the everything (and probably pat yourselves on the back for \u201cjumping in and helping\u201d instead of \u201cnot being sufficiently staffed at that level). It sounds kind of obvious to say, \u201cIf you don\u2019t have enough mid-level creatives, hire some,\u201d but\u2026 <\/p>\n\n\n\n

Okay, yeah, that\u2019s pretty obvious. Why haven\u2019t you don\u2019t that already? That\u2019s just silly.<\/p>\n\n\n\n

Your bench needs more collaborative depth. <\/strong>This falls under the umbrella of \u201cyou need fresh ideas,\u201d but your mid-level creatives play a special role in that: They bring experience to the table without so much time-honed industry cynicism, and they\u2019re usually quick to read in on a new project, making them a great collaborator for concepting and adding depth to big ideas. (Note: As with juniors, making this work requires you to actually listen to the ideas they contribute.)<\/p>\n\n\n\n

Hire a senior if:<\/h2>\n\n\n\n

You\u2019re getting into double-digit rounds of revisions. <\/strong>One of the most frustrating and demoralizing creative struggles for everyone involved is creative going through eleventy hundred rounds of revisions because it isn\u2019t quite<\/em> right. You need someone who knows how to apply feedback and has that nebulous feel<\/em> for creative, and who can help more junior creatives who are struggling to get it right. That comes with experience.<\/p>\n\n\n\n

You\u2019re struggling to bridge strategy and execution. <\/strong>I blather on about how I love copywriting because it\u2019s creative writing with a goal, and that\u2019s kind of the thing, in general, that distinguishes ad creative from just, like, being an artist or something. And if your creative team is having a hard time doing both, bringing someone in at the top who\u2019s been successfully doing that for a goodly amount of time can share that with the rest of the team and help them get it together. (Literally get it together. Not, like, \u201cJesus, get it together, Jessica.\u201d)<\/p>\n\n\n\n

You need someone to elevate the work and the team behind it. <\/strong>Great work comes from great teams. And great teams feel safe thinking big and taking chances, and they can stay focused while thinking creatively, and they collaborate effectively, and a strong leader is at the head of all that. That\u2019s going to be someone with time in grade, an eye and\/or ear for strong creative, and a mindset to develop other creatives (remember development?) and not just boss them around. All those things come over time.<\/p>\n\n\n\n

If you can\u2019t make your own creatives, store-bought is fine.<\/h2>\n\n\n\n

I absolutely get it: Senior creatives cost more than mid-level ones, who cost more than juniors, who cost more than AI. But it\u2019s because they do different things, contribute different things, and solve different problems. (And when they hallucinate, it\u2019s easy to recognize and sit them down in a quiet room with a bottle of water.) Staffing creatives is an accept-no-substitutes kind of deal, as is remembering the importance of training\/development\/experience for the creatives you have.<\/p>\n\n\n\n

Does it sound like work, and also money? Yeah, and I\u2019m not going to pretend it doesn\u2019t. But it\u2019s the kind of up-front investment that pays off in the future. (Ugh, that sounds like such a cliche. Sucks that it\u2019s true.) There\u2019s no one recipe, no staffing combo, that will work for every agency. But the ingredients are pretty important, and when you know what they contribute to your\u2026 dish, you can\u2026<\/p>\n\n\n\n

Whatever. I lost control of the metaphor there. You get it, though. Staff up the right team and let them cook.<\/p>\n\n\n\n

And if you\u2019re looking for a good senior copywriter\u2026 Reasonable rates, inquire within.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I\u2019m back and, as threatened, I\u2019ve got a Part 2. 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