Main Responsibilities of a Creative Director at EY
A Creative Director's main responsibility is not solely generating "the best idea," but rather fostering "the creative process," supporting a team to refine ideas through iteration and feedback. This involves extensive research, including analyzing trends in storytelling and advertising to push creative boundaries and anticipate future directions.
Creative Direction, Teamwork and Collaboration, Idea Generation and Refinement, Content Analysis and Research, Trend Identification and Analysis
Advizer Information
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Job Title
Company
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Jarred Raissen
Creative Director
EY
The University of Michigan, Ross School of Business - 2015
N/A
Business Management & Admin
Consulting & Related Professional Services
Communication and Marketing
First Generation College Student
Video Highlights
1. A creative director's role is not solely about generating the best ideas but also fostering a creative process, working with a team to refine ideas and bring them to life.
2. The ability to receive and utilize feedback is crucial; a creative director should view feedback as an opportunity to improve ideas and not as a personal attack.
3. Continuous learning and observation are key aspects of the job, involving staying updated on trends by analyzing various forms of creative content such as TV shows, movies, and advertisements to push creative boundaries further.
Transcript
What are some of the main responsibilities as a creative director?
As a creative director, it isn't my role to *not* come up with the best idea, the best creative, or the most eye-catching thing. My role is to support, nurture, and foster the creative process.
This means identifying and writing good ideas, but also working with a team of talented people to tease out the best possible iteration of that idea, creative, story, or image we want to produce. My goal is to bring it to life.
Often, I say that we are not the ideas we come up with. So, we don't need to take offense when people don't like them or when we get feedback on them. That is exactly what we want to hear. We are still ourselves; we are our own people.
It is the idea itself that people want to provide feedback on. It's the creative that people want to bring to life as powerfully as possible. So, a lot of my role is helping to identify what those ideas are that are going to push the creative beyond the next level.
Beyond that, it involves a lot of writing and research. Unsurprisingly, it also involves a lot of just watching and absorbing other types of content. I spend a lot of time watching TV and movies, not just for fun, but to see the trends in storytelling and creative.
I also watch a ton of ads to identify emerging ideas in creative. This allows us to push the level even further.
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