‘You always have to doubt a little bit of yourself’: Saatchi & Saatchi New York’s Javier Campopiano on what it takes to be a great creative

The Drum recently caught up with Saatchi & Saatchi New York’s chief creative officer Javier Campopiano to find out what he thinks it takes to be a great creative.

Campopiano said the best creatives are often the ones that harbor a healthy amount of self-doubt.

“All that great creatives I’ve met had a hint of insecurity,” he said. “They were never one hundred percent sure of what they were doing, and I think that that’s a good thing.”

He also revealed that one of his pet peeves is the phrase “think outside the box.” He explained that creatives who work in advertising must actually think inside the box in terms of adhering to limitations like budgets, timing and briefs, all of which he said are part of what makes the job fun since they lead to creative problem solving.

“Being a creative in advertising is different than being a creative in general,” he said. “We are in this business because we enjoy solving a creative problem within the limits and the constraints that we have in this business.”

Campopiano took on his current role last summer after serving as chief creative officer of Saatchi & Saatchi Latin America. Since joining Saatchi & Saatchi New York, the agency has launched a few large-scale campaigns under his leadership, including a holiday effort for Walmart and Tide’s Super Bowl spot.

His full interview with The Drum can be viewed above. Find out what Mike Monello, Campfire’s founder and chief creative officer, said 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 primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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