• Dean Turney
    Hi. I'm Dean Turney, a freelance copywriter based in London. Have a look at my work, or read a bit about me. Or if you’d like to discuss your project, please get in touch. Call +44(0)7754 537 428. Or send me your details here and I’ll get back to you.
  • Disposable freelancers

    March 29, 2011

    Are you letting your freelance creatives go too soon?

    Of course I’m going to encourage you to keep freelancers employed for longer.

    After all, I am one.

    But if you’ll indulge me a bit, you’ll see that I also have your interest at heart.

    You’ll often hear freelance copywriters and art directors complain they hardly ever see their ideas through to production.

    Other people take over their projects. And the finished product – be it a TV commercial, integrated campaign or whatever – never meets the freelancer’s expectations.

    Does this matter to you?

    It should (I’ll explain why in a moment).

    If you’re not a creative, you may think these freelancers are grumbling about nothing.

    Especially if you’re the person who pays their bills.

    You want to save money.

    So why keep the freelancer any longer than necessary?

    The answer is, because if you do, the work will be better – that is, more effective.

    In my experience, the best creative work has always been managed, from conception to production, by the concept creators.

    And you’ll probably find that most full-time agency creatives agree with that.

    An idea’s creators have a vision which the people who take it over don’t always understand.

    Also, the originators tend to lavish more love on their ideas than the people who inherit them.

    Don’t get me wrong – the caretakers will probably do a professional job overseeing the production.

    But, inevitably, people will make suggestions that compromise the work. And the caretakers won’t defend it nearly as passionately against interference as the creators would.

    In any case the work gets messed about with. And it loses its punch.

    By comparison, the originators protect their idea, keeping its integrity, crafting every detail to perfection.

    Why? Because it’s their baby.

    So the end result is better, more effective work.

    Doesn’t it make sense, then, to let your freelancers finish what they started?

    { 2 comments… read them below or add one }

    Peter Wise April 11, 2011 at 9:10 am

    Couldn’t agree more Dean…but it aint almost never gonna happen sadly.

    (Nice blog by the way)

    Dean April 11, 2011 at 9:02 pm

    Thanks Peter. One can but hope agencies and their clients will one day see the value in letting us freelancers finish the job.

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