I can summarise how I’ve managed to gain some success whenever I’ve been employed as either a Creative Director, ECD or Head of Copy – I simply treat every willing member of the creative department as a potential Creative-Director-in-waiting. Surprise-surprise, the more they’re trusted, the more responsibility I give them and the more ‘rounded’ I try to make their skill sets – the better the work they produce for the agency – and, of course, themselves.
I also have strong views on how integrated campaigns are created. At their heart lies a great core idea that can adapt effectively across different comms channels and social platforms. But, more importantly, they arise from a properly constructed, flexible and balanced creative department – one that values all channel skill-sets, and works seamlessly with planning, account handling and production. This way, campaigns are produced that are targeted where they will be most effective – not just where an agency is most comfortable working.
