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Bruce Henderson, CCO at Jack Morton, on what it takes to be a great creative

The Drum recently caught up with Jack Morton Worldwide’s chief creative officer Bruce Henderson to find out what he thinks it takes to be a great creative.

Henderson, who joined the brand experience agency last year from Geometry Global, believes that great creatives tend to pair their curiosity, optimism and perseverance with a sense of resilience that allows them to accept feedback and move forward.

“You have to believe that it’s possible to do something great. I think that’s critical,” he said. He’s also wary of people who believe that “fearlessness” is a characteristic that creatives should possess.

“I hear a lot of people say the core attribute you need is fearlessness,” he said. “I’ve never found this to be a particularly dangerous occupation, so I don’t really subscribe to that.”

Throughout his career, Henderson has worked with brands including IBM, Six Flags and TD Ameritrade. His work has been recognized by the Clios, Effies and Webby Awards.

His full interview with The Drum can be viewed above. Find out what Hill Holliday’s chief creative officer Lance Jensen said when we asked him what it takes to be a great creative.

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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