Gods of Advertising

Over the years, creative leadership has meant different things to different people in different kinds of agencies. The following is meant to clarify what it could (and probably should) mean to an agency right now and moving forward…

The primary purpose of creative leadership is to enhance the creative reputation of the agency, to be a creative advocate for the agency (and its clients), and to help the agency win new business and to grow organically. Wherever the CD might assist in accomplishing these things, he/she should be enlisted. Any challenge threatening the above, he/she should be enlisted. No less important, the creative lead assists in the development of strategy (conceptual and tactical) and welcomes the collaboration.

Here’s what I do and what I feel is expected of me:

Organizing Principle. I am interested in creative business ideas that drive our client’s business; what I call an organizing principle: a melding of strategy and hyperbole that puts a stake in the ground, demonstrating the power and potential of our client’s offering. An OP usually includes a manifesto that brings it to life, a poetic and powerful story that sets up the problem and delivers the solution. For every OP I expect proof of concept in formats relevant to the engagement, i.e. home page, product and solutions, advertising, templates, trade show booth, etc…

The Three C’s: Creation. Curating. Choreography.

1. Creation: As a player-coach, rely on me for high-level concept development and first order copywriting.
2. Curation: Finding the best work and making it better, combining and marrying assets to tell the best story.
3. Choreography: Putting work together so it flows with the rest of our content and delivers maximum impact.

Pitching. As a creative face for the agency, I should play a significant role in pitches – not just creating the work in the room but also delivering it effectively.

Strategy. I can contribute on strategy (conceptual, digital, tactical, media) and look forward to helping pre-strategy and in the development of creative briefs.

Integration, Alignment & Resources. Helping to determine best fit for creative resources from the available talent pool.

I am available for contract, freelance or full time engagement. All inquiries: Steffan1@rcn.com