SlideShare a Scribd company logo
Rob Schwartz
Global Creative President
TBWA
Xanthe Wells
Chief Creative Officer
Pitch
how to be a
Creative Director
a 3% Creative Director Bootcamp
( 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
How do I package
What does success look like?
How do I generate ideas?
what’s a creative director
?
How To Be 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 director
How To Be A Creative Director
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 more than the client
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.
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 (Grey)
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

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