About If there’s one thing I’ve learned after all my years in advertising, it’s this: It’s not about advertising. It’s about finding solutions to business problems. Practical, sensible, brave solutions. Solutions that sometimes don’t look or feel anything like an ad.
As Creative Director, my job is to correctly identify the business problem, and the role of communications. And then, together with the team, work out the messages, hooks and ideas across relevant touch points.
Ultimately, we’re all salespeople. Just that our tools keep changing. And the way we say and do things keep changing. Daunting, yes but it’s also the most exciting time for all of us in the creative industry.