How to Not Suck as a Creative Director: or Managing Creatives, with Luke Sullivan

“My brother, he’s crazy. He thinks he’s a chicken. We’d take him to a psychiatrist, but we need the eggs.” –Woody Allen. 

And that’s pretty much the problem with managing creatives. Yes, they’re kind of crazy, but we need the eggs. The question is how do we manage people who don’t like to be managed? How can we turn a ship of pirates into a navy?

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 the target market – creative people. 

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. 

Key takeaways:

  • What motivates creatives (hint: money isn’t one of them)
  • Why it’s crucial to tell creatives about the “why” 
  • How taking the role of “devil’s advocate” isn’t nearly as effective as being the “angel’s advocate”
  • 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 actually work.

About Luke Sullivan:

After 30 years in the advertising business at creatively driven agencies like The Martin Agency, Fallon, and GSD&M, Luke Sullivan is now a professor in the advertising department at the Savannah College of Art and Design (SCAD). Luke’s the author of the popular advertising book Hey Whipple, Squeeze This: A Guide to Creating Great Advertising as well as Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic. Both available on