LIVE What Senior Creative Directors Know that Younger Creatives Don’t (and vice versa!)

Reid Holmes/House of Holmes Consultancy

Enhancing ability of CD’s to develop young creative talent by sharing their insights & experience

About the Speaker:

Reid Holmes is President/ECD of House of Holmes, LLC a freelance consultancy helping clients and agencies with purposeful strategy, copy, creative direction and content development. Clients include H&R Block, Burger King, Toro, Mayo Clinic & Domino’s, among many others. He’s currently writing a book: The New Demands of Branding: How to Stop Eroding Brand Value, Build Employee Pride and Have Customers Rooting For Your Success.

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A common challenge for younger creatives is that their more experienced CDs either don’t have time to mentor and teach them, or there simply aren’t enough senior people around to provide the guidance they need.

Too often, feedback consists of some variation on “It’s not quite there yet” or “What else have you tried?” This is especially true for lower profile assignments where the crush of everyday responsibilities drives a furious pace.

The frequent way forward is to make mistakes. While this is part of any young person’s development, learning on the job can be costly to the agency or their career. Far better to unlock the trove of tips gained from successful CD’s past experience.

A veteran Executive Creative Director compared notes with CD’s from other creative powerhouses like Fallon, Goodby Silverstein, Martin Williams & Carmichael Lynch to determine what juniors need to hear.

Essential lessons include thinking around “client corners,” focusing on big ideas first instead of executional tactics, recognizing the language of great work and managing up to protect the work once it’s moving forward.

He also heard from younger creatives about what they wished their older creative director colleagues would help them with. Their insights just might surprise you.

Key Takeaways

  • Giving and receiving more specific, inspiring feedback
  • Keys to 10 top campaigns every creative should know
  • Getting CDs not just to say yes, but to help defend it
  • How to “concept to budget” without sacrificing ideas

Who Should Attend

Creative Directors responsible for growing capabilities of younger teams; Creative team members frustrated with getting ideas embraced; all other agency personnel involved in evaluating creative work.

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