The skills that got you to become a creative director are not the skills you need to be a creative director. Me and Xanthe Wells, CCO of Pitch, gave this presentation at the 3% Conference in 2014. Still holds up. (It's just missing a video we shared.)

1. Rob Schwartz
Global Creative President
TBWA
Xanthe Wells
Chief Creative Officer
Pitch
how to be a
Creative Director
a 3% Creative Director Bootcamp

2. ( video goes here )

3. why us?

4. tell us your problems

5. here’s what we’re hearing…

6. here’s what we’re hearing…
Not clear on your role
Recognition
Boss? Friend?
Not able to sell work to clients
Team issues
How do I package
What does success look like?
How do I generate ideas?

7. what’s a creative director
?

9. Leader, Creative, Editor,Cheerleader,
Curator, Inspiration, & Jedi Master

10. Before you can move forward
youhavetoturnupsidedown

11. Agenda?

12. creative
Me.
The Brand.
The Agency.
creative director
The Brand.
The Agency.
Me.

13. what’s the difference between a creative and a creative director?

14. Me
My Book
Stand Out
Lots of Ideas
Now
Awards
We
Our Client
Unify
The Idea
Today + Tomorrow
Awards
vs.
creative creative director

16. Brand.
Agency.
You.

17. Brand.

18. 1. Brand guides all decisions. All.
2. Get clear on the brand idea.

19. Brand guides all decisions. All.
!
“Brand” vs. “Client”
!
Is what we’re doing best for the brand?
!
Secret weapon: Know more than the client

20. Get clear on the brand idea.
Everything we do is for
the love of dogs.
Gatorade is a catalyst for
athletic achievement.
Every generation
refreshes the world.
If you have a body,
you’re an athlete.
At BMW, we only make one thing:
the ultimate driving machine.

21. Agency

22. !
1. What’s your mission?
2. Team

23. !
What’s your mission?
Disruption (TBWA)
The work, the work, the work (BBDO)
HumanKind (Leo Burnett)
Famously Effective (Grey)

24. Team
Hello, account guy,
hello planner,
I don’t hate
you anymore.

25. You.

26. 1. You work for them
!
2. What Success Looks Like
!
3. Inspiration, Perspiration, Organization,
Amplification, Celebration

27. “He works for you, you work for him.”
Confucious say:

28. a) Great work
b) A true team
c) Loyalty
Success=

29. Inspiration
Perspiration
Organization
Amplification
Celebration

30. Monday

31. three tools
5 x 5
3-Pages
“A 180”

32. discussion