WANT TO MAKE IT AS A CREATIVE DIRECTOR? USE SAPIENTRAZORFISH CCO'S 5 SECRETS TO SUCCESS
In a market where creativity is a commodity, career opportunities lie in the ability to sell the dream and support the team. Daniel Bonner is Global Chief Creative Officer of SapientRazorfish. He has been working for the company for five years and provided creative leadership at AKQA prior to that for 15 years.
While Bonner has seen creative directors emerge from a variety of professional backgrounds, his own specialty was design. Nevertheless, he says that he realized early that emerging technology would soon crate a new breed of agency that was built on interactive media. Whether you start as a designer, copywriter, graphic artist, strategy, or other type of specialist, in an interview with Campaign US, Bonner shared the five roles a creative director must embrace today:
"I think out of all those things, craft is the most important," Bonner says. "You still have to be a doer; you can't really coast on things you did years ago. I get pulled in a lot of directions, but as often as possible I want to be in on a pitch."