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What does it take to be a great creative? Johannes Leonardo's Jan Jacobs

Jan Jacobs co-founded Johannes Leonardo in 2007 with his colleague Leo Premutico after the two worked as executive creative directors together at Saatchi & Saatchi New York, where they both helped create Tide’s famous Super Bowl spot ‘Talking Stain.’

The Drum recently caught up with Jacobs to find out what he thinks it takes to be a great creative.

Jacobs said aside from the usual traits, he thinks creatives often do their best work when they are in the right environment, something that he said people don’t often think about.

He cited Wieden + Kennedy London’s ‘The Power of Dreams’ campaign for Honda as an example of a creative team that found themselves at the right agency at the right time and was able to create great work for the client.

The full interview can be viewed above. See what his colleague Leo Premutico had to say when we asked him the same question.

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Minda Smiley

Minda Smiley is The Drum's US advertising reporter, covering how brands and agencies are using today's platforms, technologies and innovations to connect with consumers.

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