Do we still have the same expectations like in 1980? Are we still living in a hope that a creative director will safe the day like a super hero all by himself? Maybe the nature of those expectations means that it's time to reset our understanding of what the creative director can deliver? Perhaps it's time to shift our focus from the singular superhero to the 'collective ideas', in which the creative director plays a very different role. An ideas collective that embraces diverse creative skills, knowledge and craft; some of which may already exist within the agency and some of which may choose to stay outside of such an institution.
Because, in a process once dominated by the twin pillars of art and copy, we now have to factor in a diverse cast of players. Artists, storytellers and content creators, creative technologists, social conversation engineers, theatrical designers, liquid content designers, product developers and and and and.
Such a collective undoubtedly needs leadership and so perhaps the redefined role of the creative director is more like glorified manager? Someone to keep the collective in check? A creative chairman in the united nations of ideas? Well, yes and no. That ability is a must have and, arguably, always has been. But what such a collective really needs is inspiration and creative judgement.
We may no longer need a lone superhero to get in and save the day with their big idea, but we most certainly need the creative protagonist - one who inspires, facilitates and pushes the creative collective to greatness. Who understands the business challenge, holds the creative vision and channels the ambition to achieve greatness. Who acts as a beacon for new and diverse talent, including talent we havent even thought of yet. And who knows what to do with it. How to combine and recombine it. How to create productive and meaningful interactions. One who recognises what a great creative opportunity it is, to be surrounded by such talent.
An architect. An orchestrator. A collaborator. A creative director that has rediscovered what it means to direct and why that skill, more than ever, is the one that is required to make the role successful.
But not a superhero? It's interesting to note that 'superheroes' are reported to have emerged from the depression era of the 1930s. Not far off a century and another period of economic gloom, and like our predecessors we must rethink our world. Change is nothing new and neither is the need for creative, game changing individuals with the ability to save the day. It's just how they save it which is necessarily different and it's our ability to recognise and act on this need which will make or break us.
