In my evolving view, a creative director’s most valuable contributions take place outside of the day-to-day agency operations.
He needs to cultivate an active debate about what makes for good work, so that diverse ideas thrive and many people have the power to choose the best direction to pursue.
She needs to shape the environment that attracts creative people, and that makes the rest of us more creative than we thought possible.
He needs to find ways to model the creative process throughout the organization, so that people know what it looks like when they see it.
As hard as it may be, she needs to make people believe that she can do the impossible and create experiences that have never been done before. That’s when the door opens for creative breakthroughs."