The Fire Starter and the Brand Steward: An Examination of Successful Leadership Traits for the Advertising-Agency Creative Director
University of South Carolina
Louisiana State University
University of North Texas
- Three primary types of skills were demonstrated by successful creative directors: creative expertise, strategy expertise, and soft skills (relational and inter-personal communication skills).
- Most successful creative directors are charismatic and provide inspiration as they motivate and guide, sell creative work, and build the culture of the creative department.
- The creative director must be able to visualize ideas in raw form as well as provide intellectual stimulation that encourages others to see creative problems in a new light.
- Copywriters and art directors—even successful ones—are ill-prepared to be leaders, which makes it important for agencies to select and train creative directors for leadership.