4.
Getting your big idea down on paper
All the agencies I worked in had strong creative reputations. I must concede, however, that this had little to do with my creative brilliance. There’s a truism that more great ideas have been killed by creative directors than by anyone else. And I’m sure I administered the coup de grâce to a lot of potential big money-spinners and Cannes Lions winners.
Then again, our consistently good work wasn’t totally down to the talent of the people whose ideas I was culling. It’s true that I’d fret about falling standards when a stellar team was lured away by another agency’s promise of big money. But, in most cases, we never really missed them.
No, the success wasn’t down to me, the teams or anyone else in the ...
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