What does it take to be a great creative? Hornall Anderson’s Kathy Soranno

Kathy Soranno, executive creative director at design firm Hornall Anderson, thinks that anyone who wants to succeed in this industry has “to be really comfortable with being different.”

Aside from that, she thinks being a great creative takes a devotion that borderlines on obsession.

“I think I’ve been able to do some pretty good work because I’ve had that obsessiveness," she told The Drum.

Before joining Hornall Anderson, Soranno served as executive creative director at Wallace Church in New York and prior to that was creative director for LPK in Cincinnati.

From 2002-2009, she led her own creative shop, Minneapolis-based Bamboo.

Throughout her career she has worked with brands including Target and Olay.

Soranno's interview with The Drum can be viewed above. See what JKR’s Tosh Hall had to say when we asked him what it takes to be a great creative.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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