How To Be A Creative Director
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Transcript of How To Be A Creative Director
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Rob Schwartz Global Creative President
TBWA\
Xanthe Wells Chief Creative Officer Pitch
how to be a Creative Director
a 3% Creative Director Bootcamp
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( video goes here )
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why us?
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tell us your problems
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here’s what we’re hearing…
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here’s what we’re hearing…Not clear on your role Recognition Boss? Friend? Not able to sell work to clients Team issues How do I package What does success look like? How do I generate ideas?
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what’s a creative director?
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Leader, Creative, Editor,Cheerleader, Curator, Inspiration, & Jedi Master
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Before you can move forwardyou have to turn upside down
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Agenda?
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creative Me.
The Brand. The Agency.
creative director The Brand.
The Agency. Me.
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what’s the difference between a creative and a creative director?
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Me My Book
Stand Out Lots of Ideas
Now Awards
We Our Client
Unify The Idea
Today + Tomorrow Awards
vs.creative creative director
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Brand. Agency.
You.
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Brand.
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1. Brand guides all decisions. All. 2. Get clear on the brand idea.
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Brand guides all decisions. All. !
“Brand” vs. “Client” !
Is what we’re doing best for the brand? !
Secret weapon: Know more than the client
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Get clear on the brand idea.
Everything we do is for the love of dogs.
Gatorade is a catalyst for athletic achievement.
Every generation refreshes the world.
If you have a body, you’re an athlete.
At BMW, we only make one thing: the ultimate driving machine.
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Agency
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!
1. What’s your mission? 2. Team
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!
What’s your mission? Disruption (TBWA)
The work, the work, the work (BBDO) HumanKind (Leo Burnett) Famously Effective (Grey)
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Team Hello, account guy,
hello planner, I don’t hate
you anymore.
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You.
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1. You work for them !
2. What Success Looks Like !
3. Inspiration, Perspiration, Organization,Amplification, Celebration
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“He works for you, you work for him.”Confucious say:
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a) Great work b) A true team
c) Loyalty
Success=
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Inspiration
Perspiration
Organization
Amplification
Celebration
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Monday
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three tools5 x 5
3-Pages “A 180”
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discussion