The Drum recently caught up with Annette Berry, group design director at Droga5, to find out what she thinks it takes to be a great creative.
Berry, who joined Droga5 earlier this year, thinks it is crucial for designers to do their homework if they want to succeed. When approaching a new project, Berry said that designers should research everything they can about the client, product and audience.
“Gather as much as you can, and when you’ve gotten all that, dig deeper,” she said. “Once you have all the information, or as much as you may need, then you’re sort of free to go off and think, and you can create with informed decisions. This way, you’re not just putting a veneer on something. You’re actually creating sensible and beautiful design.”
At Droga5, Berry works with brands including Chase and Reckitt Benckiser. She’s also actively involved in the agency’s women and diversity initiatives.
Her full interview with The Drum can be viewed above. Find out what Erwin Penland’s EVP and executive creative director John Cornette said when we asked him what it takes to be a great creative.