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Rob Schwartz
Global Creative President
TBWA
Xanthe Wells
Chief Creative Officer
Pitch
how to be a
Creative Director
a 3% C...
( video goes here )
why us?
tell us your problems
here’s what we’re hearing…
here’s what we’re hearing…
Not clear on your role
Recognition
Boss? Friend?
Not able to sell work to clients
Team issues
H...
what’s a creative director
?
Leader, Creative, Editor,Cheerleader,
Curator, Inspiration, & Jedi Master
Before you can move forward
youhavetoturnupsidedown
Agenda?
creative
Me.
The Brand.
The Agency.
creative director
The Brand.
The Agency.
Me.
what’s the difference between a creative and a creative director?
Me
My Book
Stand Out
Lots of Ideas
Now
Awards
We
Our Client
Unify
The Idea
Today + Tomorrow
Awards
vs.
creative creative d...
Brand.
Agency.
You.
Brand.
1. Brand guides all decisions. All.
2. Get clear on the brand idea.
Brand guides all decisions. All.
!
“Brand” vs. “Client”
!
Is what we’re doing best for the brand?
!
Secret weapon: Know mo...
Get clear on the brand idea.
Everything we do is for
the love of dogs.
Gatorade is a catalyst for
athletic achievement.
Ev...
Agency
!
1. What’s your mission?
2. Team
!
What’s your mission?
Disruption (TBWA)
The work, the work, the work (BBDO)
HumanKind (Leo Burnett)
Famously Effective (G...
Team
Hello, account guy,
hello planner,
I don’t hate
you anymore.
You.
1. You work for them
!
2. What Success Looks Like
!
3. Inspiration, Perspiration, Organization,

Amplification, Celebration
“He works for you, you work for him.”
Confucious say:
a) Great work
b) A true team
c) Loyalty
Success=
Inspiration
Perspiration
Organization
Amplification
Celebration
Monday
three tools
5 x 5
3-Pages
“A 180”
discussion
How To Be A Creative Director
How To Be A Creative Director
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How To Be A Creative Director

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The skills that got you to become a creative director are not the skills you need to be a creative director. Me and Xanthe Wells, CCO of Pitch, gave this presentation at the 3% Conference in 2014. Still holds up. (It's just missing a video we shared.)

Published in: Leadership & Management
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How To Be A Creative Director

  1. 1. Rob Schwartz Global Creative President TBWA Xanthe Wells Chief Creative Officer Pitch how to be a Creative Director a 3% Creative Director Bootcamp
  2. 2. ( video goes here )
  3. 3. why us?
  4. 4. tell us your problems
  5. 5. here’s what we’re hearing…
  6. 6. 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?
  7. 7. what’s a creative director ?
  8. 8. Leader, Creative, Editor,Cheerleader, Curator, Inspiration, & Jedi Master
  9. 9. Before you can move forward youhavetoturnupsidedown
  10. 10. Agenda?
  11. 11. creative Me. The Brand. The Agency. creative director The Brand. The Agency. Me.
  12. 12. what’s the difference between a creative and a creative director?
  13. 13. Me My Book Stand Out Lots of Ideas Now Awards We Our Client Unify The Idea Today + Tomorrow Awards vs. creative creative director
  14. 14. Brand. Agency. You.
  15. 15. Brand.
  16. 16. 1. Brand guides all decisions. All. 2. Get clear on the brand idea.
  17. 17. Brand guides all decisions. All. ! “Brand” vs. “Client” ! Is what we’re doing best for the brand? ! Secret weapon: Know more than the client
  18. 18. 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.
  19. 19. Agency
  20. 20. ! 1. What’s your mission? 2. Team
  21. 21. ! What’s your mission? Disruption (TBWA) The work, the work, the work (BBDO) HumanKind (Leo Burnett) Famously Effective (Grey)
  22. 22. Team Hello, account guy, hello planner, I don’t hate you anymore.
  23. 23. You.
  24. 24. 1. You work for them ! 2. What Success Looks Like ! 3. Inspiration, Perspiration, Organization,
 Amplification, Celebration
  25. 25. “He works for you, you work for him.” Confucious say:
  26. 26. a) Great work b) A true team c) Loyalty Success=
  27. 27. Inspiration Perspiration Organization Amplification Celebration
  28. 28. Monday
  29. 29. three tools 5 x 5 3-Pages “A 180”
  30. 30. discussion

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