I’ve spent 30 years in advertising and am currently overseeing creative culture. So, it’s safe to say I have an incredible amount of respect for anyone who can turn a concept into an ad that connects deeply with consumers and earns business for brands.
You’d be hard-pressed to find a single person (agency or client side) who believes the industry would last a day without creatives, their big ideas and their undeniably important skills. That’s why I’m determined to ensure creatives stay engaged at work. But truth be told, there is only so much agencies can do to keep talent showing up for another day of emails and meetings.
At some point, even if just for a season, everybody will find their job burdensome or unfulfilling. And not to be overdramatic, but for creatives, that day is agonizing—maybe even enough to make them throw in the towel and take up a new career.
When the fire isn’t there, art directors, creative directors, copywriters, photographers, illustrators and others know that going heads down and barreling through another brief isn’t just painfully boring. It’s unproductive, often resulting in work that’s less than impressive.