I asked PJ Pereira: “Why is it your goal to promote yourself to the position of copywriter at your own agency?”
I met PJ at the inaugural One Show Creative Leaders Retreat in Tucson this past February. He was one of my favorite mentors. I loved his candor and passion for the industry and his agency. I asked him when he would know that he’d made it, and he said, “When I am promoted to copywriter at my agency.” Of all the amazing things I’d heard that weekend, this was one of the most provocative thoughts. Last week, I interviewed him over Skype to have him expand his thoughts on this topic. Our industry tends to only have one path to success: promotion to creative direction. We need to come up with ways that people can feel career success without becoming a creative director. This interview is only the beginning of a much needed dialogue and change that needs to happen around this topic.