Every creative spends their junior years muttering under their breath, “When I become a creative director, I’ll never treat people like this.” And what happens?
As my favorite-boss-ever, Mike Hughes once confided, “Being a great creative doesn’t mean you’ll be a great creative director. You know, I wasn’t exactly a stellar creative, but I’m not doing too bad today, am I?”…so said the fantastic creative director of one of the best agencies in the world.
What happens to us as we climb the managerial ladder? And how exactly can we learn to bring all the skills we developed as creatives into the new career of creative direction?
While some of the answers are common sense, surprisingly most aren’t. As with most advertising insights, the best answers come from a deep understanding of the target market – creative people.
On November 10, join author, ad veteran and professor Luke Sullivan, who will discuss how to more effectively manage the creative process.
Ad veteran Luke Sullivan will cover the key principles to effectively manage creative people and the creative process. You’ll leave this webinar with short- and long-term ways to improve the creative output of your people.
- What motivates creatives (hint: money isn’t one of them)
- Why it’s crucial to tell creative “why” not “how”
- Why it’s hard to manage cynics, and why every creative department needs cynics
- Why it’s not called “Creative Negation”
- What the difference is between creating deadlines and creating meaningful urgency
- Why intrinsic motivators are better than extrinsic.
Who should attend:
Brand managers, creative directors, project managers and anyone wanting to better understand how creative people work.
About Luke Sullivan:
After 30 years in the advertising business at creatively driven agencies like Fallon, GSDM and The Martin Agency, Luke Sullivan is now a professor of advertising at the Savannah College of Art and Design (SCAD).
Luke is author of a pretty popular advertising book Hey Whipple, Squeeze This: A Guide to Creating Great Advertising, and the blog heywhipple.com. Luke also penned the upcoming book Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic.