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By Minda Smiley, Reporter

April 1, 2016 | 2 min read

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.

Creative GSD&M What Does It Take 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.

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