Gone are the days of working on one piece of business for several years and having a chance to build a strong client relationship that endures for years to come. Welcome to the new world of flexible creativity. Where you have minimal hours in a year to build a brand while trying to build that long-lasting client relationship.
Welcome to the place where you need to shift gears on a week-to-week basis, because many brands nowadays aren’t able to support a fulltime creative person.
Welcome to change. The structure of today’s client brand teams and the type of work we do are very streamlined, with a strong focus on smart, innovative, efficient thinking and execution.
So we must be able to adapt quickly and efficiently to deliver the best work in this new environment. And in many cases we must work across multiple brands with no true base brand to secure us. You might be working in oncology one week, on an OTC the next, or both at the same time.
You need to have a flexible mindset to be able to do this, and the experience in multiple therapeutic categories to back it up.
While it may come across as a head-spinning, anxiety-riddled job, there is a bright side to this. In yesterday’s world many a creative person might have had 3 brands they worked on over the course of their career; they had numerous versions of revised detail aids, ads, iPads or e-details, and their portfolios showed a lack of diversity.
This current flexible creative model allows creatives to explore uncharted territory, learn new categories—at a sometimes rapid rate—but they are gaining a tremendous amount of knowledge and experience across multiple therapeutic areas.
Think of how impressive that will look in your bio and across your portfolio. Think of how exciting it will be to come in and have the opportunity to learn an entirely new space. This is the world today’s creatives live in, and we must embrace it and take advantage of its many positive attributes.
I have personally witnessed many creatives shift gears, enter into uncharted territory, and come out shining, later acknowledging how much they enjoyed the experience and opportunity to work with new faces who have a wealth of experience in these new areas.
So make sure to stretch your body and mind prior to beginning this new activity, because if you are mentally prepared you will truly shine.
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