CHAPTER 10
BECOMING A CREATIVE DIRECTOR
WHY SOME CREATIVES MAKE IT TO CREATIVE DIRECTOR AND OTHERS DON’T
Creative directors have creative responsibility for one or more specific accounts, and are appointed by the agency’s ECD (executive creative director), the person in overall charge of the department.
A small agency may not have any CDs at all—the ECD might oversee all the work himself.
But as an agency grows larger, it becomes impossible for the ECD to sign off every piece of work the agency produces, and he is forced to devolve some responsibility.
The main qualification to be a CD is to have done some great work. It’s generally felt that people who have come up with good ideas themselves are more likely to be good at spotting them. Also, ...
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