A good CD is able to riff on a given idea and help make it better–whether it’s by asking really pointed questions, building up on the idea, shifting the focus, ensuring the needs of the brief are met, etc.
Dominic Prevost is Group Creative Director at Resonance. Ahead of his workshop on becoming a stronger creative director, we asked him a few questions about why a workshop like this is so valuable, what qualities make a great CD and more.
We’re excited to have you back at DesignThinkers in Vancouver to lead another workshop! This year’s is all about acquiring the skills needed to become a creative director. What made you want to do a deep dive on this topic?
True story: I spent the bulk of the DesignThinkers Toronto delegate party interviewing attendees and asking them point-blank: “What kind of topic would you want covered?” From students to seniors, and even recruiters, one topic rose to the surface: how to prep creatives on what being a CD really is.
Why? In design & ad school, they’ll teach you to be a good creative, and you’ll polish those skills as you climb the ranks, until you become a CD and 80% of what you’ve learned doesn’t apply anymore. I can’t think of any other job that does that. The purpose of my workshop is to get aspiring CDs ready for the big transition – even if it comes years down the line–and get a taste of the realities of being a creative leader. Spoiler alert: it’s about so much more than making good creative work.
As a design educator yourself, what do you think is missing from current design and ad programs that would help designers make the eventual transition to more senior leadership roles?
I’d put even more emphasis on active listening, and critiquing/elevating the work of fellow students. A good CD is able to riff on a given idea and help make it better–whether it’s by asking really pointed questions, building up on the idea, shifting the focus, ensuring the needs of the brief are met, etc. A student who is able to listen, analyse then give feedback that adds value to any project in the classroom will get a huge advantage in the workplace. The same goes for receiving feedback too.
Can you share about an experience that shaped your understanding of what it means to be a great creative director? Whether it was when you were a junior staff, or now as a CD.
Being a CD is about more than managing the creative output of an organization. My big ‘ah-ha’ moment came when I realized I couldn’t turn to my leaders to deal with issues: it was up to me to lead the team towards change. It takes a strong vision, a lot of stamina and patience to stay the course and earn/maintain the team’s trust. I wear many hats as a CD, from janitor, to gatekeeper, to teacher, to therapist, to cheerleader–whatever my team needs me to be to thrive.
What is a skill that sets a good creative director apart from a great one?
To me, it’s an even split between stamina and curiosity. Stamina because meaningful change takes time, hiring the perfect team and unlocking their potential takes time, building a strong relationship with a client takes time, changing the culture of an organization takes time and–most importantly–finding your groove as a leader takes time. Curiosity because our industry is constantly changing, and the best creative solutions aren’t always found by endlessly scrolling Instagram, LinkedIn, Pinterest or Reddit. We have to stay open and curious to the world, soak everything in: books, music, news, nature, a random podcast about economics… everything has the power to inspire… even that weird doodle you did while FaceTiming your mom might lead you to something amazing.
You’ve noted that this workshop is suitable for current and aspiring creative directors. What can attendees expect from this session? Give us your best pitch for why attendees should join you!
Without spoiling anything, what I can promise is a fast-paced, hands-on workshop that’ll put you in the driver’s seat from slide three. You’ll learn to embrace discomfort, own your decisions (I’ve designed a ‘choose your own adventure’ game with some choice dilemmas for you to tackle), craft a vision for your team, then I’ll top it up with 7 lessons I learned the hard way so you don’t have to. I’m super excited for this workshop, and incredibly grateful for all my beta testers (from students, coworkers, to working CDs) who helped make it as good as can be. See you all in May!
Sign up for Dominic’s workshop, Creative Direction Clinic, happening May 13 at 3:15 p.m., when you register for the conference, or through the attendee portal.
