The Drum recently caught up with CP+B LA creative director Paddy Fraser to find out what he thinks it takes to be a great creative.
For Fraser, the path to becoming a great creative is a straightforward one – he believes that those who work hard and have fun while doing it are the ones that are most likely to create great work.
“Work hard and have fun,” he said. “They might sound like glib and obvious statements, but I think that the industry has a tendency to overcomplicate things.”
Fraser said that he thinks creatives need to work hard at being good if they want to succeed since there’s no “magic ingredient” that will make their ideas better. He also said that it’s crucial for creatives to have fun with their work if they want to create things that people will actually want to consume.
“Fundamentally, advertising is entertainment. We live in a world that needs some entertainment in the age of Trump and Brexit,” he said. “If you’re not enjoying it, it’s going to show in your work.”
Fraser joined CP+B LA in 2015 after a seven-year stint at Mother London.