Today’s creative departments lack a sense of pride in the job
Former ad agency creative director Dave Trott argues that today’s young creatives are lacking the most important thing a team can have: a sense of pride.
A year or so back, I was chatting to a young creative team who’d just got a job.
I said “Which one of you is the art director?” They shrugged and said “We both are.”
I said “Okay, so who’s the copywriter?” They said “Well, we both are really.”
Just because they are multi skilled doesn’t make them any less proud of their work. They are probably proud of their ideas, their understanding of the brand and the audience they create for. Who knows, maybe they even respect the skills of their peers enough to work collaboratively on a design. It’s these article rubbishing the youth with close minded ramblings that need to stop if the industry is to evolve.
@dated… Rubbish, the best Under 30s I work with have enormous pride in their work and it shows – just as it doesn’t when it isn’t there. Trott makes a very good point for all creatives regardless of age.
A job title doesn’t equal pride in work. In my experience people who obsess over titles are the ones most likely to say “I did my bit” and “that’s not my job” vs. the focusing on the overall quality of the output.
This isn’t about title.
It’s about responsibility and accountability.
If you can’t commit to what you (are paid to) do, why should anyone believe you are capable of doing that job?
You wouldn’t hire children. Nobody would.
So either you think whoever hired them is a fool, or whoever hired them knows something about his staff that you don’t. Which do you think is more likely given they are still in business?