16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
10 Apr 12:00 BST / 07:00 EST

What’s on your bookshelf with Becky Mcowen-Banks

Sonoo Singh
Associate Editor at The Drum
Becky McOwen-Banks
Executive Creative Director at Vayner Media

"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.

For Matt Reinhard, OKRP CCO and Tom O’Keefe, OKRP founder and CEO, becoming a great creative is all about the partnership. Working together at the Chicago shop together from 20+ years, they have a bond that has helped lead some exceptional work.

To Reinhard, the ability to work among a wider team, across disciplines, is an opportunity to grow creatively. Additionally, success can come from working with people and partners “who know what they’re doing.”

In O’Keefe’s mind, partnership — and finding the right partner can help overcome not only obstacles, but the sometimes dark and daunting place that can be advertising.

Also, 100% agreement doesn’t necessarily yield the best work. In fact, O’Keefe and Reinhard have what they call the 85/15, where 85% of the time there is agreement and 15% disagreement. It’s in the latter, the 15%, where the most interesting conversations can occur that can help push the work forward.

Don't miss the previous What it Takes to be a Great Creative? with Daniel Bonner, global CCO of SapientRazorfish who says it's important to “Never stop asking questions.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.