As a CD you're going to end up saying ‘no’ a lot more than you say ‘yes’.
No to unthought through briefs.
No to ideas the creatives love but are off brief.
No to amends that make work less effective.
No, No, No…
It’s easy to end up coming across as a problem and a barrier, not just in the creative process but the wider agency. Someone that people try to avoid getting involved on their jobs.
Which means you’re actually achieving the exact opposite of what all those ‘no’s’ were trying to. The work will suffer.
So, even though you’re saying ‘no’ an awful lot it's important for you to not be negative.
You have to make sure those decisions are all clearly understood. Don’t just say ‘no’, explain why you have and what problems would have happened if you’d said ‘yes’. Talk it though and then ask people if they agree.
Especially when it comes to saying ‘no’ to creative ideas. If you’re not explaining why something isn’t right then how will the creatives learn and develop.
Outside of creative decisions, help everyone find the way to ‘yes’.
Be part of fixing that ‘no’ you gave to unthought through briefs, amends or whatever else.
Avoid all the friction that using just one word can cause.
Some people think that being a Creative Director is all about acting like one of these 80s clichés. Rude, stand-offish, arrogant and toxic. If you do then grow up. It was out of order then it’s truly appalling now.
Instead have a collaborative positive attitude.
Say ‘no’ for positive reasons. Making the work better, the agency more successful and, ultimately, the clients happier.
Be positively negative.
