Charley Wickman, EVP, Group Executive Creative Director at Leo Burnett Chicago, gave this presentation at "The New Model Creative Director," the VCU Brandcenter's executive education program for creative direction, on August 8th, 2013 at the VCU Brandcenter in Richmond.

1. “ CD…
the second hardest
job in the agency”

2. Who ARE you people?

3. “ CD…the shittiest part
of your career.
Other titles considered

4. “ CD…why didn’t I go to law
school like my parents wanted?”
Other titles considered

5. “ CD. The job you always wanted
until you actually got it.”
Other titles considered

6. So what’s the
first hardest job?
CCO

7. Because they are
essentially the CD
for the entire agency.

8. In the creative
department, there are
really only three jobs:
Art Director.
Copy Writer.
Creative Director.

9. Executive Creative Director,
Group Creative
Director, Chief Creative
Officer…
are all just CD’s
with different levels
of responsibility.

10. AD/CW to CD
Why so tough?
It’s double the work.

11. Because you’re still
a CREATIVE.
But also a DIRECTOR.

12. Two kinds of CD’s:
1. Those with the title
and the responsibility.
2. Those with the title
but not the responsibility.

13. Interesting that
chances are, you got
the job because you
were a good creative.
Not because you
WILL BE a good
Creative Director.

14. We tend to get promoted
out of what we do well
into something we have
no idea how to do.

15. CW/AD responsibility:
Great work.

16. CD responsibility:
• Multiple great pieces of work done by
both you and others
• Great meetings
• Great client relationship
• Great business results
• Great ad/cw teams
• Great briefs
• Great account management performance
• Great etc.

17. Best summarized though,
by “Responsible for the
creation, sale and execution of
great work that solves the
client’s problem and make the
agency proud.”

18. First and foremost
remember that all
that matters is the work.
Mark Tutssel,
Global CCO of Leo Burnett:
“Work is king.
We live to serve the work.”

19. The answer to every
question in the agency
world is “Great work”.

20. Want more money?
A better office?
A VP title?
A new job?
More job security?

21. Do great work.

22. Planner answer:
Create briefs that
lead to great work.

23. Account answer:
Orchestrate an
ecosystem that
leads to great work.

24. If you’re not in this
business because you
love the work and want
to be part of the work
you should find
something you do love.

25. The big picture of
CD-ness hasn’t changed
from 20 years ago.
But the HOW has
changed dramatically.
WAY more complicated.

26. Blame media
obviously.

27. 1913 – Press.

28. 1923 – Press, radio.

29. 1953 – Radio, press, TV.

30. 2013 –
Radio, press, TV,
digital, social, m
obile.

31. In the last 15 years
we’ve doubled
the mediums
we create for.

32. So in addition to
managing
creative, account and
planning teams…
you’re also managing:
digital strategists,
digital producers,
media and more.

33. I can personally attest to
the simplicity of how
things were even as little
as 8 years ago vs. today.
www.allstate.com VS. allstate.com

34. So there you
are…and it’s messy.

35. Some advice:
take control.
Otherwise all these
other people will be
writing checks
YOU have to cash.

36. The only people
who can write checks
you have to cash
are your bosses.
All other checks
YOU approve BEFORE
they are written.

37. Because it
ALL IMPACTS
THE WORK.

38. And if the work
suffers, no matter how
bad
the TEAM failed, everyone
WILL BLAME YOU.

39. So if you’re
responsible
for the work,
you should
LEAD everyone.

40. Question:
You know who
always leads?
Answer:
Leaders.

41. How do you describe
great leadership?
Like pornography:
I know it when I see it.

42. But I do know the
foundation for leadership…
Confidence.

43. And I do know how
to get confidence…
Do great work.

44. Examples of
leadership:
If the brief sucks,
ask to change it.

45. Examples of
leadership:
If the work isn’t
ready, ask to move
the meeting.

46. Examples of
leadership:
If there are too many
people in internal
meetings, ask them
to be dis-invited.

47. When you realize
the work is at stake,
you’ll do what it takes
to protect it.
You will lead.

48. And if you have
good partners
they will lead
with you.

49. True leaders want to be
one of many leaders.
Fake leaders want to be
the only leaders.

50. Do whatever it takes
to get good account
and planning partners
who will lead.
You will all help each
other do better work.
ie grow and advance
in your career.

51. Talent.
Make your creative team
like a pro football team.

52. Be transparent about it.
Like the NFL.
EVERYTHING IS EARNED.

53. If you find better talent
than what you’ve got fight
to hire them anyway and
cut others if you have to.
Remember…
it’s a football team.

54. Jimmy Johnson

55. Collaboration.
It’s a good thing.
Until it isn’t.

56. Identify
your “collaborative
circle of trust”.
You need 1 leader/trusted
partner/throat-to-choke
from each department.

57. Form a clique.
Don’t deal with
8 account people.
Deal with 1.
Discourage drive-bys
and other “Time Thieves”.

58. If someone’s not very
good, try to make them
better.
Tell them exactly what you
are looking for in a partner.
Be transparent. Have an
honest conversation.

59. If they don’t get better,
move them off.
Remember…
it’s a football team.

60. Meetings.
It’s how business
gets done but it’s
not our business.

61. Challenge meetings.
“Do we really need to
have this meeting?”

62. Challenge
meeting attendees.
More people
ALWAYS equals
longer meetings.

63. Be creative.
Try standing and
sitting meetings.

64. One CD’s response:
Night meetings.

65. Personal Conduct.
Be a good person.
Leo Burnett:
Tear down the ad but
don’t tear down the man.

66. Have a bad moment?
A bad day?
Apologize and
be human again.

67. Leaders maintain
a code of conduct.
Call out others
privately on their
bad behavior.

68. CD’s are leaders
and leaders are
talked about.
Get used to it.
Grow thicker skin.

69. Manage your
manager.
Your manager WANTS
to be managed.

70. Make your
manager’s life
easier.
On every rung
of the ladder.

71. Keep them informed.
(Text like hell)

72. Alert them to
problems and
opportunities.

73. Take solutions
along with
your problems.

74. Be so good
they kiss YOUR ass.

75. The less
I HAVE to help,
the better
you’re doing.

76. My favorite CD’s
need the LEAST help.

77. Me?
I challenge work.
I give “thoughts”.
I run interference.
I give advice.
I attend the stupid stuff.
I manage the CCO.
I clear the runway.

78. SO…FINALLY…WHA
T MAKES
A GREAT CD?
Great work.