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What does it take to be a great creative? Johannes Leonardo's Leo Premutico

Leo Premutico, CCO and co-founder of Johannes Leonardo, thinks that having the “ability to listen” is a key attribute for creatives to have – not in the sense of doing what someone tells you to do, but being able to listen to culture.

More importantly, he said creatives should be able to listen to themselves.

"I think that's a very underestimated ability but it's probably one of the most important when it comes to defining what makes great creative people who they are," he said.

At 29 years old, Leo Premutico co-founded Johannes Leonardo with his colleague Jan Jacobs after the two worked as executive creative directors together at Saatchi & Saatchi New York.

Premutico has worked with clients including Adidas and Mondelēz at his own shop and worked on Tide’s famous ‘Talking Stain’ Super Bowl spot during his time at Saatchi.

The full interview can be viewed above. See what his colleague Jan Jacobs 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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