Optimizing Output: How to Manage Creative Teams

Luke Sullivan

Learn how to get more and better work by managing even the most cynical creative groups more effectively with a deeper understanding of what drives them.

About the Speaker:

Industry Icon Luke Sullivan spent his entire career at A+ agencies, including perennial AOY winners Fallon Worldwide and The Martin Agency. Winner of 21 One Show medals and renowned author of “Hey Whipple, Squeeze This,” the Bible of advertising per Amazon reviews and one of Ad Age’s Top 10 Marketing Books of All Time. Former professor at Savannah College of Art & Design for 10 years, now keynote speaker at dozens of events across the US and abroad from SXSW Interactive Conference in Austin to Auckland, Istanbul, Reykjavik and beyond.

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It’s a good thing many creative people are often cynics and eye-rollers.

It’s their well-tuned B.S. detectors that make them effective communicators. But motivating cynics and eye-rollers in an industry full of B.S. is tough. How do you manage people who don’t like to be managed? Can a ship of pirates be turned into a navy?

While some of the answers are common sense, surprisingly most aren’t. As with most advertising insights, the best answers come from a deep understanding the target market — creative people.

Sourcing a wide variety of industry studies, Sullivan will show how to manage creative people and the whole creative process more effectively. You’ll leave the session with ideas on how to get
more work and better work out of creative people in ways that actually build department morale.

Key Takeaways

  • Why holding meetings about ideas is a bad idea
  • Focus on why work is needed, not how to do it
  • Motivating teams that work on difficult accounts

Who should attend:

Brand managers, creative directors and project managers

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