What does an agency creative director really do?
It’s the question that Rodd Chant’s friends occasionally ask him – and one he often brushes off with a laugh, replying “I have no idea, I’m still working it out” but sometimes gives serious answers as well.
As the majority of his friends are not in or connected to advertising or related industries, some say it must be an easy gig.
Chant, the creative director and founder of PARLOR, a creative studio based out of Sydney, took to LinkedIn to share a 13-page document he’d created to explain exactly what it is an agency creative director does.
He said that they’re more than the creative director, also serving as a manager, coach, counsellor and mentor to the people they lead. He also said the role includes making calls on the spot, leading by example and policing what comes into their creative department by blocking bad briefs.
“Good Creative Directors stand up for work that pushes boundaries. They have a backbone and use it. They find people with talent who may one day be sitting in their chair when they move on,” said Chant.
“Due to their experience, they can help creative people find their way. They play well with others. They don’t do the whole ‘us vs them’ thing. A good Creative Director can spot an idea amongst the most random scribbles. Why? Because they’ve been there.
“They make it fun and they’re not an a-hole. They don’t take themselves too seriously but always treat the work at hand seriously and the role professionally. They create an environment people want to be a part of. So, as you can see… it’s a really easy job.”
In the comments, Christopher Hughes-Barker, a creative director based out of New York City, said he would add that they ask questions.
“They question the brief, question the intent of a project, question the value add, and most important they question their team. To build trust, take risks, and solve problems that move the needle, a CD needs to be comfortable not having all the answers and humble enough to pull data from every available source,” said Hughes-Barker.
Villarica Manuel, an associate creative director at Publicis JimenezBasic based out of Manila, said that it’s important to remember the human side of the job.
“They're also human beings. They get sick, make bad decisions, learn from mistakes, celebrate each win,” said Manuel.
Mayya Geo, creative director and founder of GEOBO based out of Berlin, said that Chant’s explanation was the most human and practical explanation of this position she had ever seen.
“My personal view is that the best creative directors are also hands-on and know how to execute, not just direct,” Geo said.
“Unfortunately, this is often overlooked or misunderstood. And for the people I mentor, I would also add - you don't have to pursue position as a creative director if you don't want to. It's totally fine if this isn't your cup of tea. You have the freedom to carve your own path and find fulfillment in whatever suits you best professionally.”
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