Agency Culture - Craig Jamieson

The 32-Hour Workweek

Back in 2002 I first met Ryan Carson at a Macromedia Flash event in London, (although he probably won’t remember that) but somehow through the industry and social networks we have crossed paths. I think at the time he was involved in the BD4D (by designers 4 designers) projects, but he has since gone on to do amazing things, most importantly Treehouse, my go-to resource for online learning. He has always come across as a genuinely nice guy, and would treat his staff fairly. So it’s no surprise to me that he subscribes to the 32-hour workweek. Inspiring stuff.

Theres no rule – you have to work 40 hours, you have to work more to be successful.

Freelancing Creative Director Failure

My career has never been the norm, not by any standards. I did not get a matric, I dropped out of college, I was self-educated in design, computers, development etc and instead of joining an agency, I started freelancing from day one. But eventually I joined an agency and was quickly hired as a Creative Director and did a descent job of leading the digital charge within the Ad industry. But it was never smooth sailing and I have had to resort to freelancing again, with very little success. Now if I had the answers, I would at least have a fighting chance of understanding why after 10 years of successfully freelancing, I was suddenly unable to. So I have a whole lot of assumptions as to why, freelancing as a Creative Director is doomed to fail.

Before I start explaining, I want to apologies for the mixed use of CD and Creative Director, I simply felt it made sense to use one or the other as I typed it. It’s how I roll … deal with it.

Networking

Any good freelancer will tell you that one of the must have things you need to go it alone, is a pretty strong network. Well I have been a CD is some of the most respected agencies in the country, if not the world. I have successfully worked on many campaigns for multiple brands and formed relationships not only with my colleagues, but the clients too. I don;t mind saying I contacted everyone I felt comfortable enough to reach out to, but with very few people able to offer much more than encouragement. Which leads me to wonder, why that is.

Expensive

My first thought is that people may think I’m an asshole, it’s possible, but I can’t control what people think of me and I try not let that get me down, besides that would make a lot of people pretty two-faced, cause I generally feel pretty liked. So my next thought has to be that people assume I am too expensive. Truth is, I probably am too expensive. While I would not dare charge the rates an agency does, I do believe given my experience, I am worth a descent wage. Even if I wanted to work for less, I’d also have to be responsible and charge the type of money, I am used to earning, or what am I doing this for. I can;t exactly be a homeless CD, it just doesn’t work like that. Any CD would understand what I’m saying, firstly we don’t earn as much money as people think, we gave up getting rich a long time ago when we chose creativity as the main focus of our career, by joining the creative leadership team at an agency. It was a very conscious decision. The hope being that maybe one day we might be promoted into a higher earning position, get profit share or some day get our name on the door. The industry is pretty good at coming up with reasons not to give you the annual 5 – 8% increase agency folk might get, there is no pay for overtime and a world cup period where festive bonus cheques comes once in a lifetime, at least it did for me. But still, I believe I charge a fair rate, so much so that the number I had in my head is actually less than I earned, before I joined an agency.

Skills

You’re the big cheese, you direct creative, so your skills are probably a little rusty. Now I’ll explain this in detail next, but to be clear, you cannot freelance as a creative director, you are a creative director freelancing in digital. So it means you have to do the work, the teams you used to manage did. You have to design, develop, art direct, write and so on. And truth be told, there’s a lot of CD’s I know who were never very good at doing any of those things before taking on the CD role, they were good at brown-nosing the man who hired them over Friday drinks. But that’s not me, as I said, I successfully freelanced for a decade prior to becoming a CD, and given that I was self-taught, I made it a habit to constantly keep learning, so despite being a CD by day, I used to study at night. I admit my confidence in this area, was not as high as I would like, but that’s only due to the high standards I aspire to for myself. I was always a believer, that I need to know as much as anyone I manage, so I can make informed decisions. I am also quite a geek, and wanted to stay up to date and engage with colleagues in my industry who were doing big things, away from managing talent within agencies.

Director

The creative part of what I do, combined with the skills I have, means I’m pretty much covered. It’s the director part that I debate, even if it’s only with myself. Good CD’s lead by doing, they have the respect of their teams cause they lead from the front, but another important thing is relationships of mutual respect. If you think it’s easy to walk into an agency and actually freelance as a CD, let me tell you, it’s tough work. Creatives in agencies have mis-guided egos, so trust me, being told to lead a team is challenging. A CD is supposed to direct creatives, and depending on the agency, be responsible for not just the teams, but the direction creativity goes within the agency, but if you’re only a temporary resource, it’s not likely you will factor into the operational or drive the vision. It has been my experience that other than being a contractor, you are rarely ever asked the CD at an agency. Often I have been asked to help with campaigns etc, but I tend to fill the role of an art director or designer. Positions on a freelance level that are not a whole lot of fun for someone who has been leading creative teams for the better part of 7 years.

Conclusion

Freelancing is supposed to be about working for yourself, choosing when, how and what you work on. Waking up late, going to bed later. Sure there’s a bunch of challenges associated with that, but for a long time I did it, producing some amazing work, that spans a client base and a network across the globe. But then things were simpler, I had no education, so I earned enough money to pay the few bills I had, but it provided me the opportunity to free up my time to learn more, usually by playing. However now, as I furiously head towards my 40’s and I’m responsible for more than just myself, but now a 6-year-old kid and some poor financial decisions, I can no longer earn what I need to be a freelancer, yet alone a freelance Creative Director. I don’t know that I have explored this in it’s entirety, so perhaps there will be a follow up post and it might only be a play on words or my own understanding of responsibility, but you might be an art director, a designer or even a contracting creative director, but you will never be a freelancing Creative Director, it simply makes no sense and you are setting yourself up to fail.

Productivity & being chained to your desk

I spend a lot of time thinking about the in-efficiency, of what feels like, being chained to my desk in order to show how productive I am. I’m not only speaking for myself, this is an observation I have made for a really long time, at many agencies I’ve worked at.

Working in a open plan office already bothers me, I’m introverted and while I’m comfortable socialising in small groups, working in a communal space makes me terribly uncomfortable. I prefer having a space to work in private, I simply get more done. But that isn’t the issue I have with working in agencies, it’s the perception that by being at your desk, staring at a computer screen all day equals productivity.

I have to problem solve, whether it’s strategically finding an approach to a business problem or coming up with a new look for a brand, it requires me to think. I think all the time, in almost any space. I find open office spaces more distracting than coffee shops. So I prefer to be out. But I think in the shower, while pushing weights and most especially, while taking long walks. While I don’t always have a pen and paper near I do jot down ideas on my phone, which is pretty much always near me.

The unfortunate thing is that most 9 – 5 companies don’t seem to allow you to be in the right place to think, their expectation is that you should be at your desk or a space within the agency. I’m not really sure what thats about. I get we need to work with colleagues, as a leader we need to be available to staff we manage, for meetings etc, but hey, if it’s scheduled, I will be there. Otherwise, I’d prefer to be free to think and work at my leisure. If I need to work with colleagues, do I need to go in the office, hell no. Why can’t we go brainstorm in a museum ,at suitable coffee shop or over lunch?

As a creative in this industry, we have few rights, we are not paid overtime and the expectation is that we will drop everything for our jobs. The least agencies can do, is allow us to work at convenient times and places of our choosing. By choosing when we work, we can avoid traffic that wastes a lot of time and causes unnecessary frustration. I’m sure I can think of a whole lot of reasons the company can benefit, but thats a post for another day. So for now, what might I propose as a suitable arrangement?

hhhmmmmm, let me take a stab at this …

I don’t like my inbox controlling me, so I’d welcome the opportunity to check my email as few times a day as possible. Starting with a quick check in the morning to make sure there is nothing urgent, no crisis that is unavoidable. I would then make a to-do list and make sure I am aware of any meetings I might for the day. It would help if the rest of your team agreed to schedule meetings, say between certain hours every day. I’m drinking coffee, eating breakfast, reading email … thats work, so it should be done during normal hours, not before the sun comes up, but say 8am at home.
I’d like to avoid the crowds at the gym, so after 9am hit the weights, do some cardio and do some research while I drink my protein shake. All while thinking about the problem I wish to solve. Who doesn’t have some pretty great ideas while they’re in the shower, so while freshening up, I’d bet the best ideas are brewing.
Ok a light lunch with the team at a local restaurant to run through ideas, debate the merits of each and give some direction for each team member to action.
Back at the office for a new briefing, coffee with one of the team to discuss a promotion and an internal review with one of the designers and then off to a client meeting. This is all perfectly normal work for a Creative Director.
Ok time for an afternoon snack and a coffee, while going through new email before heading for a walk along the promenade, thinking about the new brief or how to solve other challenges yet unresolved. A quick meditation and it’s off to discuss some ideas with your boss over some sushi.
With a firm understanding of your seniors direction, it’s time to sit down and push around some pixels. So back to your apartment where you can spend some time with your partner, kids or dog before firing up photoshop and giving a design a good sprint.
A healthy amount of time switching off, unwinding so to speak before you hit bed, just remembering to put your notepad next to bed, incase you have any further ideas that pop up before you go to sleep.

To me, that sounds like a perfectly productive day, and I didn’t have to sit in that open plan factory desk like setup the whole day and I am getting the job done. Productivity should be measured by results, not the accumulated time you are perceived to be busy working. Ask yourself, whats your take on the perfect day being productive, without being chained to your desk?

Creative in Business

Everyone likes to call themselves creative these days, long gone are the days when creative purely meant those weird arty types who draw, act and write poetry. No these days everyone thinks they’re creative and are entitled to be creative. Often I hear people say, “ideas can come from anyone, even the tea lady”. Does that make her creative, or perhaps part of the creative department in an agency? My best are the bean counters who handle the money and assign the budget, who proudly proclaim to be doing, creative accounting. Well I have to agree, creativity is not exclusively for a single department, any more than being good at business isn’t restricted to the suits. But we all have our roles to play and more importantly our responsibilities within an organisation. Lets face it, we are all paid accordingly.

The creative department; by which I mean art directors, copywriters, designers etc quite frequently solves business problems, that is the business we are in. But more often than not, creative departments go beyond merely solving the client’s business problem, they are often solving a critical agency business problem. So what is this problem I speak of? There is no title, because purely calling it a business problem, would mean the business side of an agency would have to take responsibility and actually do the job they are titled and responsible for, and being that they also want to be part of the creative process when it suits them, we just don’t want to label it. So let me explain. Quite often the business side of the agency agrees to things, over commits, under charges and so on, while the creative departments are left to find a way to get it done. More often than not, the creative departments work themselves to death and complete the ridiculous tasks set before them, often feeling under valued, resenting the client (who is usually blamed for the poor timings etc) and putting out some half-baked work, that does little more than keep the lights on. All while having to share what they’re doing with the business folk, to make sure they don’t feel left out and like they’re just paper pushers, you know, they have ideas too. I was once told I’m like Willy Wonka and sometimes the suits also want to share in the magic of the chocolate factory. Vom!

I’d prefer that the business side of an agency focus on business, hell they could even get really creative about business, but as long as they keep the money on their end and don’t make it the creative departments problem. By this I mean they need to start caring and taking responsibility for bringing in the numbers without inconveniencing the creative department. I promise you will not get better ideas through threats of being fired by the client if we don’t nail this concept. All the time lurking while creatives try to solve these problems, should be spent thinking of creative ways to bring in more revenue for the business. Finding better ways of working with the client to write a brief, plan their project and hopefully save everyone some money.

I am yet to have a business person walk into my office with a puzzled look on their face, and after I asked whats wrong, get told, “I am trying to figure out a way to make real money from digital” or “I am trying to figure out a better way to estimate time on projects, so that we don’t under charge our client” these are business problems that could involve creative, my door is always open, so I am happy to help where my insight is most valuable, but these are challenges facing suits which they should be thinking about.

Being on the digital side of advertising for most of my career, I have often felt a lot of pressure to deliver the goods on some ridiculous budgets and deadlines. I constantly try to think of new ways that we could manage this all better, how we could increase our rates without chasing away clients and how we could better manage client expectations on time and project outcome.

TV as an example hasn’t changed in years and while current trend is to reduce media spend, TV in most parts of the world still has the largest reach, so it’s a profitable business to be in. The format hasn’t changed very much, so the production is pretty similar and easy to estimate, get buy-in and get a reasonable advert produced. Digital on the other hand is more often than not, pretty unknown. There are so many variables involved and quite often being innovative means, so many are unknown. Yet the manner in which digital is billed, is completely flawed. Clients generally pay by the hour, which is charged based on an estimate before any of the relative teams who actually produce the project ever even know what has been agreed upon. A half-baked brief is put in the system, usually just before month end, so that the suit meets their monthly target and then it’s up to the creative team to solve. Suits rarely ever like to phone the client and ask for more time and budget when the teams figure out that what is being asked for is impossible and more often than not, build something that delivers to some degree, but could have been much better had they had the time.

Often when people see my personal websites people comment on the level of craft that goes into them, well there’s a simple answer. I constantly keep perfecting the design and functionality, while I aim for a target date, I would rather do it properly than meet the deadline. I constantly keep iterating even after launch as the beauty of digital is it’s not like a TV Ad that has aired or a printed item that once the ink is dry, it’s done, no more changes can be made. I see this as a huge opportunity to continue to make money, as it means no project is ever really complete and if only someone could make the client understand this, we might be onto a way of making money continually while offering the very best solution.

What amazes me is that clients pay millions to produce 30 second TV Ads, yet they won’t spent nearly a fraction of that on digital projects like websites, which actually live online 24-7-365. This is one of those business problems I feel our suits should be trying to solve, their chance to get creative doing what they do. You should be proud to say you are in the advertising industry, it is perceived as creative, but that doesn’t mean you should try to be part of the creative team, be a team player by being creative about how you do business and bring in real money, so the business has the time to be creative.

Focus on the project, not awards

It’s my opinion that creatives in the ad industry are focussed on the wrong things and they’ve lost site of the experience you go through actually working on projects. Too often I hear people start a project with statements like, “we need an award winning idea”, “this is an award winning campaign” and “this is the agencies Cannes entry” and honestly while it makes sense to keep your eye on the prize, let’s not forget the journey, so to speak.

I guess however, I can only really talk for myself. So I’ll try and explain things as I see them. I enjoy being recognized by my peers, the industry and even our clients. I love my FWA certificate, my Pixel Award etc. it’s good for my career, good for my reputation, my ego even. Most importantly, awards are good for business.

But I enjoy making stuff even more. I’m a journey guy, I appreciate what I and the team I work with go through on a day to day process as we craft our project. Sure there’s a lot of headaches in between, but getting us through that shows the kind of metal we’re made from. Each iteration we go through, every step we go through, brings us another step closer and sometimes further from our end goal, passionately pushing around pixels, debating ideas and figuring out the code. It’s this sort of stuff that makes me excited to do what I do every day.

Of course if you know me, although I see work as play, it’s not all work, I’m a clown, I always have time to laugh, to make an ass of myself, pull pranks and to do midnight food runs. We play together and we hurt together, but we’re in it together and those bonds are the lasting ones.

So I’d be so brave as to suggest you put on your big boy pants, you roll up your sleeves to get the job done and forget about your shiny shoes and monkey suit. Enjoy your work, stop focussing purely on the end reward, if you do great work that should be reward enough, and besides when you do great work, more often than not, you will get the recognition you deserve.

Crafting Digital

Last week the digital industry came together to celebrate the 2013 bookmarks awards and it’s great to see some great work being produced.The focus seems to be integrating campaigns and more around the idea, as it should be. But I feel that there isn’t a very high standard of traditional digital craft.

I went through all the award-winning work on 10 and 5 and there are only a handful of agencies who are really standing out for me. The thing that stood out most is that no one is caring enough about craft. Most of the supporting sites on campaigns aren’t great and simply functional. But there’s no real love for beautiful design, clever code, fast loading mobile friendly sites or any advances in technology. Hardly any of the sites I visited were responsive, reduced in file size or anything resembling the standard of design I have a spent an entire career trying to replicate. The best designed stuff came out of Ogilvy Cape Town, who are a traditional Ad agency, but in my opinion, in the running for the top digital agency too. Not that I’d take anything away from the teams at HelloComputer, Native VML and Quirk who are really coming into their own and crossing that line between traditional digital and integrated full service agencies.

At the end of the day, I totally understand that clients don’t really care about using SVG graphics so that things scale beautifully on retina displays and are tiny in file size, but as the digital industry, we should care, we need to set the standard. If work cannot be crafted by the time it needs to launch, the beauty of digital is that it’s easy enough to polish after the launch and we can always continue to refine our stuff and let’s be honest, if we are going to use it to promote ourselves, then you don’t need a budget signed off to show your work some love.

What I’d like to see from the bookmarks are categories that look at high quality web design and development, best interfaces, mobile apps etc. These need to follow best practices, be light, adaptive and certainly not follow the cooky-cutter format most of them currently have. They also need judges who understand this. While I have a huge amount of respect for the senior representatives from the previous winning agencies, they are not necessarily qualified to be judging work that is technically brilliant as important as it is aesthetically pleasing.

I like that the bookmarks award individuals in categories like User Experience Designer and Strategist, but what about best interface designer, digital designer, front-end developer and so on.

I feel bad writing a post like this, because I have never entered the bookmarks, I also haven’t been producing as much work over the past few years, but I do believe in craft and I do believe in our industry, so whether I’m producing the work or not, I feel I have a responsibility to motivate the industry to do better work. Yes I’m a kak writer, my rambling here isn’t going to inspire much, but if the lack of gold compared to the huge amount of bronze awards are a sign, the level of work is worse than my writing, with the exception of a handful of talented folk, we have a way to go, so let’s not forget about craft.

Tossing Tables

It’s been my experience that most agencies are structured wrong for optimum creative collaboration. Traditionally there are studios that have client service departments in one room, a boardroom or two and the creative studio, which consists of even more rows of desks. While I would love to tackle the entire agency, in this post, I want to challenge the perception of the creative studio.

First thing I would do, is toss the tables. They take up too much space and unless you do production, I can’t see a major reason to have them cluttering up the limited floor space.

Of course there is a need for desks, so I’d put a variety of different spaces for people to plant their laptop around the office. Things like small tales with chairs around them. Higher cafe/bar style surfaces along the walls. This is a great space saver and additional helps creatives stand and work which is highly recommended. The use of board room tables can also be used. Coffee tables are perfect for lounging.

On the topic of lounging, this is where I’d use the floor space. I’d create clusters of couches, bean bags and go so far as to say have hammocks if need be. We’re in the idea business and we spend large amounts of time thinking, so why not do it comfortably and socially.

With the use of wifi and the mobility of devices like laptops, tablets and smartphones, it’s easy enough to sit where ever, when ever.

Some might panic because they don;t have a space to put their stuff, well it would be easy enough to give the staff lockers or shelves they can call their own.

Another great addition to help use both sides of your brain are having play areas with games, toys and libraries.

The factory like setup does not promote collaboration or encourage creative thinking. It’s too easy to get stuck in your own space, staring at a screen all day. The perfect environment would be cozy, fun, collaborative and stimulate the already challenged creative minds.