Inspiring advice from 8 creative directors

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Published on February 27, 2014

Author: JacksonMarketingGroup

Source: slideshare.net

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Each with notable campaigns, these creative directors share what makes compelling creative. Some share their definition of creativity, others tell how challenges made them more creative, still others give strategy behind how to create share-worthy content.

{ Inspiring advice from 8 Creative Directors

Melissa Rosenthal director creative services, Buzzfeed Understand the brand’s goals, aspirations and initiatives

“The [Buzzfeed] creative department is responsible for coming up with the innovative, inspiring content for advertisers. “My team’s role is to understand the brand’s goals, aspirations and initiatives and come up with content that is authentic to them. “And content with this in mind earns the right to go viral, and earns the right to be shared.”

Humberto Leon co-creative director, Kenzo Tell stories.

“We’re such nerdy, obsessed people about storytelling . . . and we’re trying to tell the story of this brand through our collections.”

John Mescall executive creative director, McCann Australia Use a content model. Shape it around an experience and a message.

“It’s interesting, [in Dumb Ways to Die] we never actually say don’t do it. Never. We allow people to know that’s a dumb thing to do, and no one wants to be dumb. If we told people don’t do it… that’s a control model. Advertising is control. Do this, buy this, don’t do that, own this, do this now, call us now. Whereas, the content model is all around an experience and the message, but not telling you. It’s involving you and showing you and making you feel something.”

Jill Applebaum creative director, JWT New York Realize not everyone will like your work.

“[Creativity is] about how resiliently you can dust yourself off and get back in the game after a round of soul-sucking criticism.”

Carol Lim co-creative director, Kenzo Pick up where someone else left off.

“Founder Kenzo Takada, who moved from Japan to Paris in the mid-’60s, also had a hand in retail. . . . In his prime, Takada pioneered a fusion of Japanese street style, Parisian chic, and global ethnic influences, creating voluminous, colorblocked clothes.” “Takada was really about designing from a personal perspective. He didn’t follow trends, and we’re trying to use the cues of that personality to make what we think is modern.”

Anselmo Ramos chief creative officer, Ogilvy Brazil Create something new and difficult to pull off.

Ramos’ two criteria for eliciting creative work: 1. “Show me something I haven’t seen before (and I see a lot).” 2. “It should be really hard to make happen.”

Ryan O’Rourke global creative director, Wieden + Kennedy Allow restrictions to become an advantage.

Because Nike wasn’t an official Olympic sponsor, its ads didn’t use professional athletes or references to the 2012 games. “In a way, the restrictions became our advantage—we had to do something different.”

Mike Weston creative director, Jackson Marketing Group "Creative" is never easy or for the faint of heart.

“I’ll tell you what it's not: Creative is never easy or for the faint of heart. It is never safe or expected. And it is not a big fan of the status quo.” 2014 OBIE award finalist

www.jacksonmg.com

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