Over the last few months, marketing magazine The Drum has been asking fellow creative leaders their thoughts on what qualities make-up a great creative.
According to Steve Henry, co-founder of Decoded, there are a few key qualities to being a great creative, from mistrusting authority to being ‘obstinate’ with their own ideas. On how creatives should always break the rules, Henry says, ‘That’s gold dust in marketing; that’s what marketing needs!’
But how do other creative leaders’ opinions compare?
Daniel Bonner, the chief creative officer at SapientRazorfish, takes a different approach; for him, the key is to never stop asking questions of your client and, more importantly, yourself. ‘The output of creativity is only as good as the input,’ says Bonner.
To see Steve Henry’s and other leading creatives’ answers follow this link here.