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How to create an environment in which better work will flourish
Do you want your agency to produce better work? All right then, I’ll begin with a bit of money-saving advice and tell you what not to do.
Resist the temptation to hire a creative director with a great reputation in the hope that they’ll transform the agency’s output by sprinkling their magic dust all around their department. There is no such thing as ‘magic dust’. Nor can you rely on flashes of creative brilliance to illuminate otherwise lacklustre thinking.
If there is any ‘magic’ to the process then it isn’t performed by the creative director and their colleagues. Pretty much everybody in the agency plays their part in producing better work and the trick lies in developing ...
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