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‘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.

For Binch, being a great creative means having a curious mind and asking a lot of questions.

“It’s about searching under rocks and every possible place you can for an answer,” he said. “It’s about exploration.”

Instead of finding inspiration within the advertising and marketing worlds, Binch said he prefers “getting out and actually living,” noting that he likes to go to the mountains where he can be far away from technology.

Binch joined Deutsch in 2011 after serving as partner and managing director of interactive at CP+B Boulder. Throughout his career, he’s also held stints at R/GA and Sony Music.

His full interview with The Drum can be viewed above. Find out what Javier Campopiano, Saatchi & Saatchi New York’s 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 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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