Why being a ‘decent’ Creative Director matters more than being a ‘great’ one

This year marks 25 years for me in advertising and marketing (crikey), with a fair chunk of that spent being – or at least trying to be – a decent creative director.

And I use the word decent deliberately, because I’ve learned that the best creative work doesn’t come from fear, pressure, or ego. It comes from leadership that prioritises trust, fairness, and respect.

I say this because I’ve been on the other side. 

Early in my career, I dreaded work reviews with my creative directors. Especially the ones who either flew off the handle or rejected ideas without a shred of constructive or inspiring feedback. 

“I don’t like ads with singing in them” isn’t feedback. 

“Just one last push” at 7.30pm on a Friday isn’t leadership. 

And “I’ll know it when I see it” is just plain lazy.

So I know firsthand what kills a creative team’s energy. And as creative leaders, our job isn’t to force great work – it’s to create the right conditions for it to thrive. Because, let’s be honest, creativity isn’t a tap you can turn on at will.



Give them a clear brief then get out of the way

Creatives don’t need someone breathing down their necks. What they do need is clarity – a solid brief that lays out what needs to be done and why it matters. Give them that, and then bugger off.

If you’ve hired the right people, trust them. Creativity needs space, and no one does their best work while constantly second-guessing what their boss wants. 

Creativity doesn’t come from exhaustion

There’s a myth in this industry that pressure fuels the best ideas. And yes, deadlines force decisions, but relentless late nights and endless revisions only lead to burnout (or at the very least – a haircut like mine 👨🏻‍🦲).

If you want fresh, exciting ideas, give your team room to explore. And remember that the best ideas often come when you’re not even trying.

Feedback should build, not break

“Not quite there” or “Make it pop” is about as useful as a chocolate teapot. Good feedback is specific, constructive, and keeps the ideas flowing. Don’t be the fun sponge.

But there’s a fine line between pushing for better and making someone feel like they’ve failed. Confidence plays a massive role in creativity. When people feel supported, they take risks. When they feel like every idea will be shot down, they play it safe. And playing it safe is the shortest route to mediocre work.

Honestly? I’d rather someone brings back something unexpected; something I’d never have thought of myself. That’s the point of having a team.

Ditch the ego – the best idea wins

Nothing stifles creativity more than an ego-driven culture. The best ideas don’t always come from the most senior person in the room, and decent creative directors know when to step aside and let someone else’s idea shine. I’ve been that junior creative too scared to speak up – don’t make someone else feel the same way.

Fostering a culture where people feel comfortable sharing, debating, and challenging ideas is essential. Recognise when someone else has a better idea than you and be ok with it!

Celebrate the small stuff

There’s a tendency in this industry to only celebrate the big things; 

the awards, 

the campaign launches, 

the pitch wins. 

But motivation doesn’t just come from them.

It comes from the day-to-day wins too. A brilliant line cracked in a brainstorm. A concept that gets everyone excited. Even the work that never makes it past the client but was spot on. Sometimes, all it takes is a well-timed “That was great” in front of the team. It can make all the difference.

So, don’t aim to be a great Creative Director – be a decent one

Now, I’m not claiming to be perfect. But I’ve always believed that leading with kindness, collaboration, and respect is the key to inspiring great work. The old-school, fear-driven creative director is a relic of the past. Today, the best work comes from teams who feel valued, supported, and trusted.

If you’re decent at what you do and how you do it, good people will want to keep working with you and for you.

And that’s what really matters.