Charley Wickman, EVP, Group Executive Creative Director at Leo Burnett Chicago, gave this presentation at "The New Model Creative Director," the VCU Brandcenter's executive education program for creative direction, on August 8th, 2013 at the VCU Brandcenter in Richmond.
16. CD responsibility:
• Multiple great pieces of work done by
both you and others
• Great meetings
• Great client relationship
• Great business results
• Great ad/cw teams
• Great briefs
• Great account management performance
• Great etc.
17. Best summarized though,
by “Responsible for the
creation, sale and execution of
great work that solves the
client’s problem and make the
agency proud.”
18. First and foremost
remember that all
that matters is the work.
Mark Tutssel,
Global CCO of Leo Burnett:
“Work is king.
We live to serve the work.”
19. The answer to every
question in the agency
world is “Great work”.
20. Want more money?
A better office?
A VP title?
A new job?
More job security?
47. When you realize
the work is at stake,
you’ll do what it takes
to protect it.
You will lead.
48. And if you have
good partners
they will lead
with you.
49. True leaders want to be
one of many leaders.
Fake leaders want to be
the only leaders.
50. Do whatever it takes
to get good account
and planning partners
who will lead.
You will all help each
other do better work.
ie grow and advance
in your career.
57. Form a clique.
Don’t deal with
8 account people.
Deal with 1.
Discourage drive-bys
and other “Time Thieves”.
58. If someone’s not very
good, try to make them
better.
Tell them exactly what you
are looking for in a partner.
Be transparent. Have an
honest conversation.
59. If they don’t get better,
move them off.
Remember…
it’s a football team.
When it was just tv no one managed the media people. They just bought stuff.Media often gets freebies.Freebies are often a nightmare. They are free because they suck and can’t be sold and yet they take the same amount of effort and time as the stuff that really matters.
When it was just tv no one managed the media people. They just bought stuff.Media often gets freebies.Freebies are often a nightmare. They are free because they suck and can’t be sold and yet they take the same amount of effort and time as the stuff that really matters.
In the agency world, how do you get confidence?
Creative people are adhdenough without having to have extra people to look at and be distracted by
Creative people are adhdenough without having to have extra people to look at and be distracted by
Creative people are adhdenough without having to have extra people to look at and be distracted by
In the agency world, how do you get confidence?
Trophy generation
Big advertising agencies are fine dining restaurants.