We were hiring a new creative director to come and help out on the pirate ship. It was a promotion. A stellar senior copywriter was being given the opportunity to perform on a new stage. As a Creative Director. A stage where you shine the spotlight on others, to support and steer the team and the clients toward great work. As we were discussing the new role and the opportunity the newly minted CD, in an act of radical openness asked “What does a Creative Director actually do?”
A great question. There is no formal training in the industry so it can be very much sink or swim and just because you’re an a-list creative it doesn’t meant mean you will automatically become an a-list creative director. The skills are very different. However, in this case the fact that she had asked the question further cemented the belief that this was the right decision.
Back to the question. “What does a Creative Director actually do?” I had a vague notion but nothing I could quite put my finger on. So as anyone who has found themselves in a bit of a head scratching pickle does I asked some people who are far greater than me for their opinion on the subject.
I have been fortunate enough to work in some of the best advertising agencies and with some of the best clients across the world and the knock on effect is that you also rub shoulders and share beer glasses with some of the best minds in the business.
I asked these very minds the simple question and I was truly humbled by the generosity that was shared and wisdom dispensed from all over the world. The amount of time people gave was amazing, the gems amassed from long telephone conversations and email ping pong was jaw dropping. Gems I had to share. All I did was grab them and combine them with some of the wisdom I have heard over the years from the best of the best.
The resulting collection “What the F***** does a F******* Creative Director is the book I wish I had when I was was starting out, it was the book I shared with Taylor on her first day in her new role and i’m happy to share with any one else who feels it would be useful on their journey.
A big grizzly bear hug to everyone who gave their time and shared their wisdom. Adam Koppel, Patrick Almageur, Kyla Elliott, Dan Wieden (RIP), Tony Davidson, Jeff Kling, Mark Bernath, Jorge Calleja, John Norman, Edu Pou, Simon Veksner, Ali Alvarez, Simone Moessinger, Bob Stel, Diederik Vos, Jules Macken, John Webster, Carlo Cavallone & Sue Anderson.
Thanks for your generosity and time. You have all been an inspiration to me and I am forever grateful. If anyone would like a copy, drop me line and I’ll see what I can do.