HOW TO MANAGECREATIVEPEOPLETop Tips fromthe Experts

We know why you’re here.

You manage creatives or at least you want to, and they’re a tough bunch to figure out. As much as you might want to sometimes, you can’t just treat them like everyone else – they’re different and they do important work that the rest of us simply can’t replicate with any sort of quality.

So let’s figure this thing out: communication, motivation, criticism – the whole nine yards. To help us out with that, we called in dozens of the most incredible art directors, creative officers and brand managers on the planet. They were gracious enough to give us a little insight into how they get such impressive results from their creative teams.

And now we’re sharing that good stuff with you. Enjoy!

@webDAM

Find out what creatives are passionate about, and help develop that passion by providing every opportunity for them to apply their curiosity and drive. Once an employee earns your trust, give them as much freedom and responsibility as

they’re ready for, while providing them with the support and resources that they need.

Kathryn HanDirector of Design

Contently@contently

@mskathrynhan

Debbi ReinschmiedtVice President – Designer | CuratorKetchum West @debsCspot

A “brand” is a community!

Watch people… they will show you what to do.Know your intent… without this, things get messy.

See possibilities… be open to ideas and brave in approach.Listen… people will tell you what’s next.

Enjoy the journey… it never ends.

BE HUMAN.

Travis O’NealDigital Project ManagerBrand Services, GoPro

@GoPro

Being the gatekeeper for my design team is key. Making sure that when a project hits their desk it’s ready to be designed.

Carmen Collins Social Media ManagerCisco Talent Brand

@CShirkeyCollins @CiscoCareers

If you micromanage a creative person, you’ll stifle not only their creativity, but their interest in giving you their best work. It’s important, as a leader, to give clear direction as to what goals you’re trying to meet and what the expectations are, but then to be able to step back and say “How you meet those goals are up to you, but I’m here for advice if you’d like.”

It’s important to understand the design strengths of each of your team members.

This way you can leverage everyone’s skillset to create the best work possible. Generally I think in concepting people are either more

generative (lots of big ideas, going very broad) or more skilled at editing (tightening up the concept and getting more tactical). This is a

very powerful combination and you need both to form a successful team.

Eric SamsMarketing Art Director

Shutterstock

@shutterstock

...let them be experts in the field you hired them for.

– David Fortin

I’ve managed creatives and the creative process for over 20 years. In order to produce creative that has the desired impact, the most important thing that you can do is to master the art of effectively writing and verbally communicating the goals of the information and images that will be included, before a designer begins their process. Make no mistake this is an art and an expertise in itself, and when done well will save you many, many rounds of needless revisions. You should have done your homework and hired a great designer, give them the information they need from the onset and let them be experts in the field you hired them for.

David Fortin SVP of MarketingHouse of Blues Entertainment

Audrey MerrittPartner, WhalenHennig & Merritt@WHMcreative

Drop the pokerface. For a creative, nothing is worse than presenting ideas you’re excited about to a person who shows zero emotion. Smile, nod,

and throw your creatives a bone with a “hm.” It will put them at ease and they’ll be much more

receptive to feedback.

Andreas ForslandFounderSmartstones

@andybrand@Smartstones_inc

Creating, nurturing and protecting a unique culture is critical.

Building great teams and rituals is more powerful than hiring rockstars.

Michael WinokurPhotographer & Filmmakerwww.winokurphotography.com

@winokurphoto

When you are working with creative professionals, step back, relax and know that your job isn’t to know their craft, it’s to be an evangelist, a caretaker for the story or idea you are bringing to life.

Josh Levine Co-Founder CULTURE LABx

@akajoshlevine @culturelabx

Profit follows passion. If you want great work, you can’t just hire great talent. Creatives rise to the top if they have passion for what they are working on. It might be easier to find someone with the right skills, but they’ll be a whole lot more effective for a whole lot longer if they believe what you are doing together is worth while.

Daniel LouieCreative Director

Apttus

@Apttus

Don’t show people how to do their jobs. Teach them how to learn to do their jobs

themselves. That’s the best advice I ever received that I use to manage my team. Creative people

thrive on creative expression, so micromanaging designers is like herding cats. It doesn’t work.

Sometimes you have to let people make mistakes so they find solutions on their own. If you constantly tell

your team what to do, they’re never going to grow and find their own way to be successful.

– Cherry Lao

To be able to push the boundary, you must understand that boundary...

To be able to push the boundary, you must understand that boundary. This logic applies to my creative process and everything I do. I often encourage the team to dig deep to understand all aspects of the problem we’re trying solve by listening to the client and dissect the materials we have available; to truly understand the brand. Then pull additional inspiration that is appropriate to the subject matter.

When we become knowledgeable about the problem we’re tasked to solve, we can proactively provide relevant design solutions. We can create work that pushes the boundary and stimulates the mind while supporting and elevating.

Cherry Lao Creative DirectorCitizen Best

@CitizenBestSF

Brian FarkasCreative

180LA@thefark62

@180la

It’s important for creatives to always have at least one project they’re excited about. Hopefully that can

be found within their existing workload, but if not, encourage them to create their own. Seriously, having

that one little bright spot works miracles for morale and can make working on less-thrilling projects more

bearable. The moment a creative doesn’t have a project they’re excited about is the moment that creative starts

wondering if they should look elsewhere.

Christopher SimmonsCreative DirectorMINE™ @thisiscchs

This will sound obvious, but the best thing you can do when managing creative people is to let them be

creative. Everyone has a different process, a different pace, and a different arc when it comes to discovery

and invention. Make sure your creative team has both space and time—space to play and procrastinate and

produce; time to make, remake, and make better.

Peter LoomisCreative DirectorPERSONE DESIGN

@personedesign

Most people are good at some things and better at others. One important factor in making teamwork possible and successful is piecing together the right team with personalities, strengths and complementary energies. Sometimes this involves interfacing between people, other times it’s more about directing them to interact with specific goals and intentions and guiding conversations between various experts in their own fields. This requires at least an abstract knowledge of the overall landscape as well as many of the skills directly involved in design or production as well as strategic resource management.

John LaCroix Advertising and Marketing Creative DirectorFire Engine RED

@iamjohnlacroix @185

If you want to be a great Creative Director, you better know the crafts and disciplines you’re directing. Nothing wastes time like incoherent direction because you’re too far out of the game to communicate your needs to the well-practiced junior creatives. They’re just going to laugh behind your back and give you a weak attempt. Sit down with the team watching over your shoulder and demonstrate what the project needs. Show them you understand what it takes to get to a final, polished whatever-it-is. If you’re hands-off, then you’re only doing the “thinking” part of the job. Once in a while you need to practice some “doing.”

Micah KasmanFounder and Design Director

Kasman Design

@kasmandesign

Vibrancy doesn’t come through monotony, therefore it is critical for

designers to feel empowered and engaged with their craft. The most important element is to allow designers to feel comfortable in their space to take risks with their work, to stretch and bend their way of thinking in order to receive results of significant

magnitude. It is then our role as a creative manager to guide the designer toward the solutions within that

context that meets the business objectives for the work we are engaged in.

Never be discouraged. Keep an open mind. Be aware of the possibilities; everything you make can be useful.

Anthony Zambatoro Sr. Director, Brand & Creative StrategyWANdisco

@zambataro

Beth O’Rourke FounderSeaLevel.TV

@sealeveltv

The single biggest threat to creativity? An insular view of your business problem. Stop the micro-focus on tactical ideas and enrich your mind with current events, arts, entertainment – especially music and pop culture. The wider, global view can help you find the answers to your problems: Who we are trying to reach? Who are the other players in this space? What’s the unique value proposition?

So get out there and get into the news of the world. Become the one that’s aware of what’s trending and what’s not. Knowledge of history and what resonates with people over time is a creative person’s most valuable asset.

Jay GanadenStrategy Group DirectorRazorfish

@jayganaden@razorfish

I think some people are lucky deliberately. This means putting yourself in situations that allow

for personal discovery, connecting with new people and uncovering something about a subject

that interests you. This can be uncomfortable for creatives, but it creates chances for fulfilling

relationships, work and art.

...Some of the most shared, and talked about branded content has been born out of a timely opportunity within popular culture...

– Tylynne McCauley

Tylynne McCauleyCreative

180LA@tylynneM

@180la

There’s plenty of room for fresh thinking in social/digital platforms, even for the most conservative of brands.

Be open to allowing creatives to think outside of specific creative briefs. Some of the most shared, and talked

about branded content has been born out of a timely opportunity within popular culture. Encourage them to find those opportunities, create something on brand, and empower them by getting it in front of the client.

Josh GillickCreative DirectorTCI Marketing Services @Josh_Gillick

The best solutions and worst disasters may come from a

missed step. Encourage risk, reward honesty and make

everything a learning experience.

John CW CarrollManagerGraphics Department Gladstone Institutes

Give them resources. Encourage exploration. Compliment the good work. Pay them well. Cover their backs.

Owen Fegan Creative DirectorIrishman in NYC

I could speak to the obvious stuff like empowerment, leveraging your creative team’s individual strengths, leading by example etc., but one that isn’t spoken about a lot is the importance of time management and deadlines. Parkinson’s Law states that “work expands so as to fill the time available for its completion,” and creative people are particularly guilty of this. Deadlines (even fictional ones) increase creativity, productivity, and morale by removing the tendency to explore every option, leading to creative burnout and insecurity. I like to encourage the idea that you go with your gut and get your work out there into the world and move on.

Julian ReyesCreative Director

Keyframe Entertainment

Inspiration, autonomy, and praise are some of the main ways to encourage the best work from your creative employees. Make sure to create an environment of

creative energy and time to sharpen skills. The designer must feel ownership in the projects and autonomy to make creative

decisions. Lastly, praise and positive acknowledgement is important to foster

engagement and dedication.

Let’s be honest, when was the last time you complimented an employee or co-worker on their performance?

– Kristin Moses

Kristin MosesFounder & Creative DirectorDesignGood + DesignGood Studio

@DesignGoodNow

Let’s be honest, when was the last time you complimented an employee or co-worker on their performance? This is an important and often overlooked aspect of team building. Giving your employees mindful, constant encouragement is important. Let them know what they’re good at, and what they’re doing right. And on that note, have a little faith in your employees. Giving ownership to employees at all levels and letting them know that you trust them to make decisions will lead to happy, proactive employees, especially when dealing with creatives.

Philippe IntraligiDesign DirectorShutterstock

@intraligi@shutterstock

Create a space of freedom and foster communication. When working with

creatives it’s very important to let everyone express themselves and feel comfortable to share their ideas. There are not bad ideas,

only ideas nobody has ever heard of.

Be kind.Be kind.Be kind.

Christopher PalazzoArt DirectorMill+

@itspalazzo

Ellen DiamantFounder/Chief Creative Officer

Skip Hop

@skiphop

Find some time for creatives to think out of the box on a project of their own choosing. We call it a free-think. It may

be hard to find the time, but unexpected ideas and creativity may stem from this

time to think freely.

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