What is the modern creative director – Part 5

Are creatives losing claim to being the most creative minds in business?

As Ron Tite points out, the ad industry did not fare well on Fast Company‘s last “Most Creative People In Business” list. Of the 100 names on the list, only two were from ad agencies (and only one Canadian made the list: HBC’s Bonnie Brooks.)

So his first question of the fifth and final part of our creative director round table is a fitting one: “Have we, as creatives, thought in the past that we owned that title of being the creative person in business? And are we losing that?”

“We want to be considered the most creative people, but everybody who considers themselves creative wants to be the most creative,” said Virginia Magaletta, ECD at Twist Image. “We make lists, and when we don’t get on the lists… when we don’t win the awards, it’s a really big problem. Nobody’s harder on themselves than creative directors.”

“The fact is everyone’s creative,” said Israel Diaz, CCO at Y&R Canada. “There’s just so much technology out there to express your creativity. We’re seeing creativity in every sector and industry. All of a sudden, we’re not the keepers, the gurus of creativity anymore… Sometimes you feel inadequate in this position because [some people] are saving the world and we’re just trying to get an ad out the door.”

Diaz and Magaletta were two of five creative directors who agreed to sit with Tite, vice-president of innovation practice at Euro RSCG, for a one-hour discussion on the ever growing challenges facing creatives in advertising. Joining them were Jon Freir, senior vice-president and creative director at MacLaren Momentum; David Houghton, CD at Two Headed; and and Glen Hunt, former CD at Dentsu Canada.

Part 1
Part 2
Part 3
Part 4

Advertising Articles

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

6 things we learned at Digital Day 2014

Insights on privacy, programmatic, mobile, millenials and Marketing magazine

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Twist Image hires Jon Finkelstein as ECD

Finkelstein hire part of agency's “new energy” and “new direction”

How 88 Creative used Buzzfeed to find a new coordinator

Looking for a culture fit, the agency eschewed traditional recruitment

Cossette names Michaela Charette senior strategist

Longtime beer marketer moves to the agency side of the business

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Final 2014 MIAs shortlist announced

Finalists in the Targeted Marketing, and Products and Services categories