What does it take to be a great creative? JKR's Tosh Hall
Tosh Hall, creative director at design studio Jones Knowles Ritchie, thinks that building a great creative team is about more than just finding the best talent.
“I think talent is only 20 per cent,” he told The Drum during a recent chat. “There are plenty of people that are talented but they’re in the wrong place or they don’t work hard.”
While talent is important, Hall said that finding the right opportunities and wanting to work hard are just as crucial when it comes to being a great creative.
Hall got his start designing book covers in London and creating beauty packaging for Revlon in New York. He then became design director at Landor Associates in New York before serving as creative director at the brand consultancy firm’s San Francisco office.
He joined JKR in 2013 where he’s since worked on brands including Budweiser and Wheaties.
Hall's interview with The Drum can be viewed above. See what Ogilvy & Mather New York's chief creative officer Corinna Falusi had to say when we asked her what it takes to be a great creative.
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.