Anastasia Arten

With all the CDs/ECDs/CCOs getting laid off, there's no one left to mentor the younger creatives in our industry. And they are dying to learn, grow and make work. In fact, some are willing to moonlight for free just to get opportunities to do just that. I have creatives regularly reaching out and asking if I have anything they can work on. And occasionally, I get projects that are low budget but high opportunity. So I offer the opportunity. I say, "There's no budget for freelancers, but if you want to toss ideas into the pitch, etc. And your idea sells, I'll use the budget we win to fly you out to be on the shoot." That way, there's a reward— a piece of produced work for your portfolio. I've had FT employees at big agencies, recently graduated students and young freelancers pitch in ideas, write scripts, design ads, etc. And I've worked along side them. Mentored them. Pushed their thinking. Crack jokes. Pushed more. Then work odd hours with them to build the pitch. It's a lot of extra work but it's worth it to give them the opportunity to do stuff they're agency or boss won't. Then I've invited them to be on the call during the pitch to watch how their work is presented, how to sell work and how to push the client without making them feel like we're being difficult. And this has led to them getting produced work for their portfolio. And on projects that we didn't win, they got the hands on mentoring they wish they could be getting at their agency or future gig. All of this has taught me three things: 1—The desire to make good work is still thriving in the industry even if there's not a lot of good work being made. (Is it fair to say: "We produce PDFs more than work?" Or, "We fill decks with our best thinking then can't present or defend the ideas in a way that leads to the best ideas getting made? Or is that just me being too cynical?) 2—These creatives are dying for someone to mentor them. To show them how to be successful at this crazy fun business we get to work in. I've heard from multiple creatives as we work, "I wish my CD would do this." Or "This has been so much fun." Or "The experience alone was so worth it." This is great to hear but also it makes me sad. 3—There's so much more than titles and money that you could be offering your creatives to keep them happy and loyal to your agency. Or attract new creatives to your agency when you need to staff up. Offer them mentorship. Offer them experience that they get stiff armed out of because they're junior. I tell creatives, "Any time a client is willing to invest money to make ANYTHING, is an opportunity to make something good/fun/rewarding." (I intentionally didn't include "award-winning" in that list.) I wish I could do more to help. This lack of mentorship tempts me to go back to agency life just to help young creatives love this industry as much as I do. For now, if I can help you in any way, reach out. I give what I have and for now, it's time. #Stayhungrymyfriends

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