My Holiday Wish List
I'm about to take the next three weeks off. So I thought I'd leave you with my wish list for 2007. I hope I get everything on my list again next year.
1. Brilliant creative that makes me laugh and/or think and/or feel, remember the product being sold, and respond because I simply can't resist.
2. Strategic, inspiring briefs. (Briefs are not work orders. They should be creative and consistent. They should be viewed as an opportunity for the Planner or Account Person to contribute to the brilliant creative that will hopefully result from them. Creative is never better than the brief they come from.)
3. Passionate creative people. (I've been fortunate to meet, hire and work with creative people who want to do whatever it takes to sell the end-consumer, sell the client, sell the account people, sell the Creative Director, and win awards with their big ideas. I love finding potential stars and helping them live up to their potential. And I love giving people breaks because I remember and appreciate every single one I've been given.)
4. Fearless clients. (This is truly the gift that keeps on giving. Certainly some business cultures don't lend themselves to being fearless. But in my experience, even within those environments you can find people who have the desire and authority to support great creative. You have to pick your battles, and you won't win them all. But the trick is providing a strong strategic rationale so that they're protected in taking that leap of faith with you. I'm not talking about creative for creative's sake here. I'm talking about taking baby steps if necessary toward smarter, more strategic, relevant creative to get better business results for your clients.)
5. Demanding account people. (Some of the best account people I know were the hardest ones to work with. But in every case, the best work came from the partnership. I want my ideas to be challenged and bulletproof. I want to be kept on my toes and I want to work with account people who want to be kept on theirs. And of course, I especially love account people who consider themselves creative. Those are the most inspiring ones.)
6. Finally, I want you to have a happy, safe, and peaceful holiday and a happy new year. Oh, and I would love a Nikon SLR digital camera.
