Alternative marketing thinking

iCONTRACT

What Creative Directors Are Made Of

Interesting list of nine things that make for good CDs. They are the last line of defense. When no one else in the creative department knows where to take a job, or how to crack a brief, the CD can do it. They have the experience and the ability and are savvy to produce work when no one else can. A good CD does not play politics. Self explanatory. A good creative director gives specific feedback, not vague platitudes. Their direction will be considered, constructive, smart and intelligible. The creative director is well-versed in all crafts. Great CDs are chameleons who understand the balance between concepts & strategy, copy & design. The creative director is a selfless creative. A good CD will let you flex your creative muscles and allow your own work to shine. Not your best buddy. If you want friends, don’t look to the CD. It’s a line you can’t cross. You can get on, sure, but throwing up pizza and beer on his or her sofa at three in the morning is just not a good idea. The creative director knows the latest trends. If your CD has no idea what Facebook is, or looks puzzled when you talk about Twitter or social networking, they aren’t doing their duty, as an advertiser, to understand the modern consumer. The creative director will hire great creatives. The famous David Ogilvy quote sums up this bit nicely “If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.” The creative director is well-read. But by reading a wide variety of books, periodicals and websites, the CD is furnished with a mind that can think outside of the annuals, and guide work that other agencies will follow. There is more on the Denver Egoist site. The second part of this rant is here.

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