I'm just a copywriter that's lost hope
On another day of a job search that's on week seven since getting laid off and just need to vent. I guess. I've been a cipywriter for six years, started my first job literally the weke after Covid shut everything down in 2020 so pretty much from the start, nothing was like what I imagined it would be.
And I'm not gonna sit here and act like I was some future Don Draper being held back by opportunity. I've been aggressively okay...underachieved at my first agency experience because pandemic-related account shuffling left me miserable and dogging it.
Landed at Havas in 2022 and worked there for 4 years again, just being solid. I've always had this lingering feeling I just didn't *get* advertising enough to be anything but a guy that takes banners, emails and social posts off everybody's hands and watched script after script almost make it but get tossed aside, and felt like I was unable to figure out that final hook; just another writer turning to advertising for a steady paycheck because he's too lazy to pursue his real creative aspirations. The closest I got to actually spearheading a campaign wound up getting ruined by the credit card we were working on getting completely in flux after the client's deal with their distributor fell apart and then right afterwards Havas' VP of Business left the agency and stole the piece of the account that campaign had been for so we couldnt even give it another shot. Like, I just couldn't catch a break, and when I got a break I just couldn't do enough to make the most of it.
And on top of that I'm as introverted as they come and never really made the effort to ingratiate myself into any teams or develop a strong presence in the agency besides the 4 or 5 people I clicked with...most of whom would get laid off through the years anyway lol. I knew my inability to connect with folks was a hindrance but just found myself in this loop of anxiety and resentment I guess.
It all came to head the last 10 months or so. Again, just being solid and unspectacular on and account that wanted nothing more than solid and unspectacular. Wound up on a pitch with an ECD just helping on the side that finally, FINALLY gave me that true motivstion and drive I've been looking for, and our campaign and the manfiesto that I wrote and led wound up not only winning the pitch, but being the campaign they'd run with. I'm thinking this is the moment I finally get on that senior copywriter path and then...crickets. Neither me, my art director or the ECD that helped us out got put on the account, and we found out later another team was working on the shit we made.
Resourcing manager said it was just an allocation thing...but the whole reason I even had time to be on the pitch was because the main account I was on was in a flux I suspect was really the client starting to outsource things to AI. 6 months of none of the copywriters on the account having nothing going on.
After constantly hounding that same resource manager I got on an account they'd recently won, just knocking out emails and it was going okay, a bit of a clusterfuck, and then the most incompetent account manager I've ever encountered gets on the account, turns everything into a mess from briefs to deliverables, and now I'm finding myself having to juggle 20 email asks a day that are being thrown at me in Microsoft Teams chats with no briefings, no content direction besides "Uhhh look at their website I guess" with a deliverables system thag put the onus on me to do shit that in my previous 6 years had only ever been handled by PMs. The inattentive creative director comes in and apparently wasn't digging my work and yet I was the last to know because I never get any feedback.
I thought maybe it was just me, but designers were venting to me on the side about what a mess everything was, and I found out later even former coworkers had people at the agency venting to them about how awful this account person was lmao. But long story short, I end up getting frustrated and just asked why everything was such a mess and got taken off the account shortly after. Resourcing manager even shared my frustrations with the situation and vented to me about how CDs at the agency seemingly can't be bothered to give actual feedback until it's too late. I pretty much realized this was my last shot; just got the vibe from how much out CCO I championing AI and my position as a guy that's seemingly just okay on an account where not much was happening. Was told I wasn't working to the level of a mid-level copywriters and that was that. The same ECD I worked with on the pitch has been helping me land on my feet and that's been the one sliver of confidence I'm clinging to but...Just not much going on right now. I feel so powerless, like I'm just at the mercy of whoever feels like responding while working with a book that probably isn't commanding attention. Had an interview a couple weeks ago, haven't heard back.
So now I find myself as guy who already struggled with my confidence, just looking back at my experience and thinking about everything I've done wrong that's left me on a countdown to when my savings runs out. I could've done more. I could've done proactive work to keep my name out there when things were quiet - but even then, because I closed myself off so much, I would've been riding solo without an art director anyway. I could've just done better and stopped leaving so much on the cutting room floor. Or shit, just done something I actually like instead of advertising.
I just feel like I bot only can't find work, but with each passing day I'm just resenting the entire industry as more people surrender to AI and the machine of capitalism enshittifies everything with the ad industry functioning as its right hand. Even if I eventually do land somewhere, will it be better? Is my inability to find a place in anyway because I'm subconsciously weary of all this? I really, dont fucking know. I just know that I feel absolutely defeated and have no answer.
Excuse my incoherent venting session. I'm just at a loss right now in an industry I'm not sure was ever for me.