The Drum recently caught up with Saatchi & Saatchi New York’s chief creative officer Javier Campopiano to find out what he thinks it takes to be a great creative.
Campopiano said the best creatives are often the ones that harbor a healthy amount of self-doubt.
“All that great creatives I’ve met had a hint of insecurity,” he said. “They were never one hundred percent sure of what they were doing, and I think that that’s a good thing.”
He also revealed that one of his pet peeves is the phrase “think outside the box.” He explained that creatives who work in advertising must actually think inside the box in terms of adhering to limitations like budgets, timing and briefs, all of which he said are part of what makes the job fun since they lead to creative problem solving.
“Being a creative in advertising is different than being a creative in general,” he said. “We are in this business because we enjoy solving a creative problem within the limits and the constraints that we have in this business.”
Campopiano took on his current role last summer after serving as chief creative officer of Saatchi & Saatchi Latin America. Since joining Saatchi & Saatchi New York, the agency has launched a few large-scale campaigns under his leadership, including a holiday effort for Walmart and Tide’s Super Bowl spot.
His full interview with The Drum can be viewed above. Find out what Mike Monello, Campfire’s founder and chief creative officer, said when we asked him what it takes to be a great creative.