In the course of my career, I have had the privilege of working for a lot of different people.

I have learnt something from all of them.

In fact, I have learnt more about being a creative director from people who should never have been creative directors, than from those who should have.

So here, in no particular order, is how not to do it:

Gangbang everything.

Kill everything the night before the meeting, then, go home.

Never look for a better idea trapped in a weak one. Just kill everything that doesn’t work as presented.

Place your relationship with your client ahead of your relationship with your creative teams.

Become lazy.

Believe your own bullshit.

Work on the same assignments as your teams.

Lose interest in an assignment, leave the team to their own devices then blame them when everything blows up.

Take credit for your teams work.

Play favorites.

Protect them from the reality of the assignment.

Okay, rant over, time to get back to work.

Cheers.

- Craig Crawford