What does it take to be a great Creative Director?
06 Oct 2008 14:10
I’ve been speaking quite a few agencies over the past few weeks and one or two people have asked my opinion of the Creative Director’s role. It has strangely taken me by surprise each time – because it’s just something I do rather than necessarily analyse. I’d be interested to hear everyones’ thoughts about yourselves and those you admire.
Chris Catchpole
Creative Consultant
Chairman of The DMA Creative Forum
In reality the nature of the role depends on the size / nature of the agency. But here are a few simple pointers to what I think a good CD does.
1. Makes brave hiring decisions.
2. Knows which battles to fight.
3. Acts as a ’shit filter’ for the creative department. (Stops shit being fed into creative - bad briefs, stupid client comments etc.)
4. Isn’t afraid to spend time with clients.
What I’ve learnt from the great CDs I’ve worked for and from doing it myself:
A master of his/her craft.
A passionate, eloquent communicator across the board - from clients to junior account managers.
Able to inspire on even the dullest accounts.
Not afraid to take risks but knows not everything can be risky.
Delegates well - doesn’t have to do everything.
Shares the glory.
Ed Prichard
Atom
http://www.atomconsulting.co.uk
I’d have to say it’s about advocacy — you have to be the champion of creativity within the business (at every level) and outside it, ie, to clients.
Putting your staff first.
Putting your creative values first.
Putting politics last.