What does it take to be a great creative? See what Huge's Hans Neubert thinks

Design agency Huge’s chief creative officer Hans Neubert thinks any great creative needs to have grit, optimism, diversity and a lot of empathy to ensure the work and the customer is always kept happy.

Speaking to The Drum, Neubert discussed the importance of fully understanding the customer, saying: “The most interesting problems today are people problems, user experience problems. They are problems where you have to put yourself in the shoes of consumers as well as client and their large companies.

“We work in the cafes and restaurants and factories and places they do; ideas emerge from that, insights emerge from that.”

Throughout his career, Neubert has held a number of senior creative roles at the likes of Frog, Razorfish and VSA Partners.

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