In a world of AI-generated marketing, where’s the Creative Director?

creative director and team

As a budding young copywriter in the early 1980s, I worked with an art director as my partner, and our work was overseen by the agency’s creative director.

Creative directors were at the top of the pile in Creative Departments. They were the best of the best, and inspired the work of everyone. They shaped the overall creative output of the agency. They also used their experience and judgement to decide whether any particular piece of work was good enough.

In my early days, the creative director would look over my shoulder and sometimes say something like, “Interesting idea, but I don’t think it’s working”. Or, “Bit of a second rate headline, Usborne. Try again.”

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