Hard Lessons Learned Managing the Creative Process.
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Transcript of Hard Lessons Learned Managing the Creative Process.
Hard Lessons Learned Managing the Creative
Process
This is the fun part
When your gut says it is wrong
and everyone else says it is good,
go with your gut.
Trust your guts
Write down your objective and read it often...
every day and out loud.
Keep Your Eyes on the Prize
Great ads start with great copy,
not with great graphics.
Start with copy
Alone
Slowly
Several times
Read the copy
ADs, CDs, Producers, copywriters don’t have the 7 to 10 times as much stuff in their heads as you do.
Only you can catch dinks.
Go on press checks, edits and sessions
There is no such thing as being a little creative.
Little = none.
Creative or not
Protect them from the winds of business:
your boss,
other managers,
enthusiastic employees,
clients,
media and
your friends.
Creative people are fragile
Come to the process with clear vision & clarity of purpose.
Back off only in the face of great ideas.
Clear water
Good creative is so clear, clean, and convincing it was obvious from the beginning what would be done.
What’s good
Finish what you start.
You begin the process, and you end it.
Carry through to postmortem;
everyone else is afraid to.
Finish
Outsiders see the glitter of our business,
never knowing it’s fluorescent lightingreflecting off sweat.
All that glitters...
books, plays, signs, ads, catalogs, flyers
want ads, manuals, labels, posters, magazines
and most importantly...
low budget, cheap stuff
Read widely
To kill your ability to manage creative talent,
make GSP errors.
Write well
The only way to have power is to give it away.
Power
You don’t need it. Others do.
Always take more than your fair share of blame.
Always take less than your fair share of credit.
Give away credit
Account Managers stack the right firewood the right way so flames burn hot.
Don’t build smoky, flickering piles of wet wood.
Creative people have spark
Place creative people very close to the fire, but shield them from the flames.
Give them access to clients, users, prospects, sales people & competitors.
But never let these people have access to your creative team.
Stand Near The Fire
Especially grips, gaffers, craft services, production managers, operators, electricians, floor foreman, drivers, pressmen and guys on the loading dock.
Respect Production People
Nothing should stand in the way of a great creative product.
Not policy, not clean rooms, not security guards, not bureaucrats.
Stop listening to those people.
Write your own rules
Learn it down to the line item level
or you’ll lose $10,000 and never know it.
$10,000 that could go toward a better ad.
Serious stuff, this budget thing.
Budgets
There are two component parts to risk:
Severity of the outcome - high or low
Probability of the result - high or low
Risk
On the food chain, you’re the top.
Ultimate responsibility is yours.
Do what it takes.
Take risks
The quality of our business is in your hands and no one else’s.
Take care