What does it take to be a great creative? A conversation between GSD&M’s Leslie Shaffer and Nikki Baker

At SXSW, The Drum sat down with GSD&M creative partners Leslie Shaffer and Nikki Baker to find out what they think it takes to be a great creative.

Both agreed that it’s important to have side projects outside of advertising since it helps bring a fresh perspective to work every day. The two have written a screenplay together and recently launched a podcast called Last Week’s Balls.

When it comes to client work, they said they like to think about how they can bring a new perspective to the brands they are working with. For example, the two worked on Walgreens’ quirky ‘Whatever Makes You Feel Beautiful’ campaign that launched earlier this year, which features two young women and their candid conversations about beauty.

Shaffer and Baker, who served as creative directors at DDB before joining GSD&M, were recently ranked among Business Insider’s 30 most creative women in advertising. Their full interview with The Drum can be viewed above. See what Cramer-Krasselt’s Craig Markus said when we asked him what he thinks it takes to be a great creative.

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