Great Creative Directors don’t work for agencies or clients.
Great Creative Directors don’t work for agencies or clients – they work for the work. The last thing the world needs now is another ad or website or blog (ironic we know) that is being created simply to get it done.
So often, agencies, companies, clients and businesses are simply going through the motions when it comes to creating their brand or putting together a marketing plan. They are on autopilot. Either sticking to old, tired campaigns, logos and websites because “that’s what we’ve always done.” Or—even worse—not following along any path at all and veering off in any direction that strikes their fancy regardless of what is right for the brand or right for their consumer.
The fabled great Creative Director does exist.
Over the years, traditional agency Creative Directors have gotten a bad wrap as being egotistical, award hungry and difficult to deal with. But gone are the days that will be tolerated. A new breed of Creative Director has evolved that doesn’t work for awards or agencies or clients. They work for the work.
How do they do it?
Here's how they do it. They keep one eye on the consumer. One eye on the brand. And one eye on the market place to see what’s possible and relevant in this ever evolving industry. Yes, great Creative Directors have three eyes… get over it.
They are trained and experienced in how to bring multiple elements together in order to make magic happen with consumers. And that’s not as easy as you think. Great Creative Directors live and breathe marketing, advertising, culture, psychology, strategy and your business—for as long as they have a hand in making it great.
Tell them your problems.
They are the best problem solvers and your business’ biggest resource—if you use them wisely. Creative Directors can use creative thinking to offer solutions on everything from business creation, naming, pricing, promoting—there’s no part of your business that can’t benefit from a shot of creative problem solving. They understand how to create meaningful connections with consumers at every touch point.
So the best thing you can do for your marketing plan and your business is trust your Creative Director. Trust that they want to do the best work possible for consumers, your business and their own integrity. And if you don’t have one, get one.