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Be it agency or client-side, creative leadership has meant different things to different people in different types of organizations. The following is meant to clarify what an experienced CD, GCD or ECD could mean to your company right now and moving forward – should we be so lucky!

The primary purpose of creative leadership is to enhance the creative reputation of the agency, to be a creative advocate for the agency (and its clients), and to help the agency win new business and to grow organically. When and wherever I can assist in accomplishing these things, I should be enlisted. Any challenge threatening the above, I should be enlisted. Secondarily, but of no less importance, I assist in the development of strategy (conceptual and tactical) and welcome the collaboration.

Another way of looking at my process, what I do and what I feel is expected of me. Specifically:

Organizing Principle. I am interested in creative business ideas that drive our client’s business; what I call an organizing principle: a melding of strategy and hyperbole that puts a stake in the ground, demonstrating the power and potential of our client’s offering. An OP usually includes a manifesto that brings it to life, a poetic and powerful story that sets up the problem and delivers the solution. For every OP I expect proof of concept in formats relevant to the engagement, i.e. home page, product and solutions, advertising, templates, trade show booth, etc…

The Three C’s: Creation. Curating. Choreography.

  1. Creation: As a player-coach, rely on me for high-level concept development and first order copywriting.
  2. Curation: Finding the best work and making it better, combining and marrying assets to tell the best story.
  3. Choreography: Putting work together so it flows with the rest of our content and delivers maximum impact.

Pitching. As a creative face for the agency, I should play a significant role in pitches – not just creating the work in the room but also delivering it effectively.

Strategy. I can contribute on strategy (conceptual, digital, tactical, media) and look forward to helping pre-strategy and in the development of creative briefs.

Integration, Alignment & Resources. Helping to determine best fit for creative resources from the available talent pool.

If your organization (be it agency or client-side) is looking for a creative director and/or content creator, please contact me directly. I am available for contract, freelance or full time engagement. All inquiries: Steffan1@rcn.com

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Fierce independents…

Dad just visited with my family in Chicago. A short trip, he was in route to Detroit for a business meeting. In addition to seeing his three granddaughters, we took him to Millennium Park –a Chicago sight he had not yet seen. His visit was short but everyone had a good time.

Because his longtime and current place of residence is Los Angeles, many people mistakenly believe my father is from California. In fact, he hails from the south side of Chicago. He grew up in Our Town, beginning his copywriting career working on the Sears catalogue and later for the now-defunct advertising agency, Stern Walters & Simmons. In the seventies, he took a job at Needham Harper & Steers, which, as many of you know, became DDB Needham and now DDB. In the early eighties he moved west becoming Needham LA’s lead creative. When they merged with Doyle Dane Bernbach a conflict arose between two major car accounts, Honda and Volkswagen. Reluctant to give up Honda, dad and his partner (Gerry) acquired the LA office renaming it Rubin Postaer & Associates. That was almost thirty years ago.

Much to my delight –and I’m sure his- dad has not retired from the agency he co-founded, now known as RPA. Up until recently, my father served as the agency’s Chief Creative Officer. He still serves in an emeritus fashion.

While at my home I mentioned a story I’d just seen on Agency Spy regarding the promotion of folks from RPA’s creative department. My dad’s reaction: “What’s Agency Spy?”

I love my dad.

His lack of knowledge about that website and others like it is less from ignorance than calculated indifference. Here is the story: Many years ago Larry was called by an advertising journalist from the Wall Street Journal. He was asked about a Buick commercial that seemingly aped one of his agency’s better Honda spots. Dad made a joke about it: “Imitation is the sincerest form of flatulence.” A dust-up ensued in the press, which culminated in my father being chastised by Honda. The Japanese aren’t much for braggadocio.

Since then, my father has demurred from the trade press –both for himself and his agency. So much so, he even took his name out of the agency’s name! Instead of chasing publicity like so many of us (any ink is good ink, right?), dad reminds me of another old saying: the tall nail gets pounded first.


Right sized…

Nothing makes the old man happier than Honda’s continuous leadership status in the automotive world, yet RPA takes no credit. Nor do they seek it. He and his agency are rightfully appreciative of their long-term relationship, almost singular in its rarity, and will not compromise it for anything, especially the transient accolades of our business. Which is a big reason why, despite being perhaps the largest privately held advertising agency left in America, one seldom hears about RPA, good or bad. Think about agencies like Crispin Porter & Bogusky or BBDO and people like Martin Sorrel and Howard Draft. What a difference, right?

Not lost on me is the fact that I am anything but a wallflower when it comes to this business or my own business. And Lord knows the flames that attracted me have burned me. Recently, I wrote about this topic. Whether I ever learn my lesson or not, let me state, unequivocally, that such vainglory does not come from my father!