I’m a firm believer that in order to produce great creative, you must inspire, provide guidance and then, step out of the way. I’m always amazed at how few people in our industry understand what truly motivate and drives creatives. It’s not by sending them back to the drawing board time and time again with no direction. Or solving the problem for them because you know what the client wants. It’s about letting creative people be creative in a non-judgmental environment, then fighting tooth and nail to give them the time they need to come up with something that isn’t the first, second or third idea. Give them time to explore – to try and fail and try again. These creative directors get it and I can only hope that more will follow their lead.

What makes a great creative director