The Creative Director sits at the top of the ad agency hierarchy and manages the agency’s creative output. A Creative Director (CD) is the chief idea person, in charge of his or her ideas and Everyone Else’s. CDs can be either an Art Director or a Copywriter.

I always wanted to be a Creative Director. You know why? It’s good to be King.

To promote the Little Dracula action figure, I hired 5 actors who dressed up as Dracula. One of the men I hired actually turned out to be Dracula.

The best Creative Directors are GREAT LISTENERS. They have to understand every aspect of a client’s product so they can carve out what makes that product unique, or, at least, wanted.

Some CDs are quick learners (and solvers), as soon as they hear the problem, they know the solution. Then they have to figure out strategically, “How can I get there?”

Want to check this Creative Copywriter’s portfolio out?

Being a successful Creative Director is like a performing art, it’s either in your jeans, or it isn’t.

SAM: Did he mean genes?
HARRIETT: Not necessarily.

Great Creative Directors have these skills. Or an Uncle in the biz.

To be a successful Creative Director, you need to have:

• CURIOSITY to be interested in Everything

• INTUITION to be in tune with or ahead of the times

• COURAGE to go out on a limb not fall off it

• JUDGEMENT to know what works and what doesn’t

• PASSION to create with a singular vision

• STYLE to make people sit up and take notice

• BRAINS to tie it all together with an underlying strategy, creatively expressed

Of course, if you don’t have all of those traits, it helps to have an Uncle in the biz.

When Goldenberg & Associates was one of McDonald's 85 agencies, I knew my ideas had to really stand out from the other 85 agencies. So for one McDonald's presentation, I had Spider-Man (an actor, not the real Spider-Man) climb up the side of the building. One climb. No previews!

I got my first job as a Creative Director when I was only 23. You know how? I asked for it.

I told Lou Rosenbush, the President of Rosenbush Advertising, I wanted to work at his ad agency.

“What would you do here,” he asked.

“I want to be the Creative Director,” I replied.

“What do they do?” Lou asked.

(Great. I knew I was in the right place.) “I’ll let you know when I find out.”

As Creative Director of Frankel & Co., in Chicago, I had a huge staff–26 copywriters and art directors. Paying attention to the talent, development, eccentricities and output of 26 creative staffers was more than any one person could handle, so I hired five people who had more experience than I and I managed them.

Creative people work best when they're having fun. Notice that everyone at my agency, Benton & Bowles, wore Groucho glasses except the man on the right. Harvey Cohen, my friend and a very good writer, didn't need any.

While any Creative Director has to let his people shine, I’m also proud of what I created (with my staff) for Frankel’s main client, McDonald’s. In the less than 3 years I was there, I launched the first national Happy Meal, re-introduced McDonald’s breakfast, started Kids’ Day, created the blueprint for their Local Store Marketing program and created the collectible game stamp program they’re still using today for  games like Monopoly.

Of course, it wasn’t much of a challenge get the job as Creative Director at Burns, Keene, Katz, Lord & Jefferson or Einstein da Vinci & Goldenberg. I was the only person working at either of those agencies.  I could have been anything I wanted. Creative Director just sounded right.

My longest stint at Creative Director was for Baltimore agency Madison West aka Blakeslee Group where I was the CD for 10 happy years. All right five happy years, but who’s counting?

If you’re interested in increasing the effectiveness of your advertising or social media marketing campaign, contact Creative Copywriter and Content Producer  Jack Goldenberg, or call 973-590-7343. Einstein and da Vinci are standing by to take your call.

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