8.
How to get the best from a creative department
I closed the last chapter by defining a creative director’s job as ‘the management of disappointment’. Done properly, it’s actually tougher than that. Here’s some advice on how to go about it.
On one or two occasions I’ve given this advice to gatherings of creative directors. Frankly some have been appalled at the impositions I’d be making on their time. But, as I used to remind them, ‘That’s why they call it “work”’.
Having said that, this is just my version of the job description. Many creative directors who are much better than me will have their own. As will those whose circumstances are different. For much of the time I was, after all, running a smallish department (eight teams). And ...
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