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By Minda Smiley | Reporter

December 1, 2016 | 2 min read

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.

Creative What Does It Take To Be a Great Creative? Droga5

Other episodes in the series

Episode 1

‘It’s about asking a lot of questions’: Deutsch’s Winston Binch on what it takes to be a great creative

The Drum recently caught up with Winston Binch, Deutsch North America’s chief digital officer, to find out what he thinks it takes to be a great creative.

Episode 2

‘Be a producer’: RPA’s Sarah Bates on what it takes to be a great creative

To Sarah Bates, creative director at RPA in Los Angeles, being weird is perfectly fine. In fact, it’s pretty normal and desirable — especially those “non sequitur adventures” that make a person interesting in a creative field.

Episode 3

‘Distill the brief’: The Mill’s Phil Crowe on what it takes to be a great creative

Are there bad briefs? That’s likely up for all kinds of debate but, to Phil Crowe, ECD of The Mill in Los Angeles, it’s less about the brief and more about the interpretation of the brief.

Episode 4

Saturday Morning leaders on being a great creative

It’s not difficult to be inspired by Saturday Morning, the movement for peace founded after a spate of police shootings against African-Americans including Philando Castile, Alton Sterling and others.

Episode 5

Lola MullenLowe Madrid's Pancho Cassis on what it takes to be a great creative: 'It's not about ideas anymore'

The Drum caught up with Pancho Cassis, executive creative director and copywriter at Lola MullenLowe Madrid, to find out what he thinks it takes to be a great creative.

Episode 6

Colle+McVoy’s Laura Fegley: 'Being a great creative is all about endurance'

Laura Fegley, ECD at Colle+McVoy in Minneapolis, treads a path of undeniable success.

Episode 7

‘Mind numbing patience’: Kirk Kelley, HouseSpecial CCO on what makes a great creative

Browsing through the work of Portland’s HouseSpecial can become a walk through a creative candy shop — starting with (pun kind of intended) iconic creativity for M&M's, including the well-received Candyman spot featuring Aloe Blacc and Zedd.

Episode 8

"Great creatives need a partner": OKRP leaders on becoming a great creative

What Does It Take To Be A Great Creative? is a video series that highlights the thinking of global creative leaders on specifics actions that can build a successful creative career in the industry. See what other creative leaders had to say in past episodes.

Episode 9

'Stick with your gut': Pereira & O'Dell's PJ Pereira on being a great creative

What Does It Take To Be A Great Creative? is a video series that highlights the thinking of global creative leaders on specifics actions that can build a successful creative career in the industry. See what other creative leaders had to say in past episodes.

Episode 10

Hunger, passion, curiosity: MullenLowe Singapore’s Shengjin Ang on being a great creative

What Does It Take To Be A Great Creative? is a video series that highlights the thinking of global creative leaders on specifics actions that can build a successful creative career in the industry. See what other creative leaders had to say in past episodes.

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