Why the Perfect Modern Creative Is Fierce, Fearless and Female

The perfect modern creative is a woman.

Because we have enough men, and men like it the way it is right now.

She will seek change.

And her finest qualities will be frustration and discontent.

The perfect creative presumes that the people around her are talented and want to contribute. And accepts that without meaning to, the company, the process and even she is stifling the work and its ability to be brilliant in some way.

She won’t have come from a school that teaches advertising, and she certainly won’t understand why we structure companies like we do.

When producing a piece of work, she won’t ask herself, “Who can I get to do this?” but will instead ask, “How can we make this happen ourselves?” Because she will have grown tired of agencies making themselves dependent.

This girl gets that none of us are as smart as all of us. She won’t believe that her own insight, emotional intelligence and passion are enough to make greatness happen and will draw excellent minds to her. But although she will create her best work through collaboration, she will understand the violent, urgent need to disappear on her own, the pressure all hers, at the critical moment to crack the brief. And she won’t allow history, pay grade, job title or age to stop the candid conversations that will ultimately make the work special.

She will not only accept change, but understand that there might be someone new at the table next to her every day, and will use lunch in beautiful places to make these new disciplines powerful in the mix.

She is a thief of new technologies.

A murderer of trade unions and waiting lines.

A radiator of energy and believer in the genius of 3 a.m. tequila, when it all matters a little too much.

Nils Leonard

Her best friend might be a planner.

Her lover might be a producer.

She won’t be ashamed to create things that sell stuff to people because she will have found a way to do it that people enjoy.

She and her workplace will not be invisible. She is no shadowy wizard.

She will work in a place that people in the real world are happy exists.

And her name will be known to people’s mums, readers of Adweek and subscribers of Wired alike.

She will never be 100 percent sure, and she’ll be OK with that, because she’ll have the energy to convince others to take the risks that great work demands.

She will spend her time focusing less on the kerning in a poster and more on how to get the right people to collide powerfully, because agencies are filled with reasons not to say the right things to each other.

A great creative won’t work in a department. She will have a crew.

An understanding that goes beyond the culture of an agency.

And she will maintain and create the rarest entity in our game—trust.

She won’t just set the agenda on the work, but give the agency a true north. And will not only give other creatives a purpose, but make everyone who brings great things to bear a chance to shine.

A great creative won’t support politics.

A great creative will give her people defining moments.

Then push them to move past them.

And like all star players, she will always be on loan. Never yours.

One day, the perfect modern creative will have enough of us.

Because ultimately she will want to create something sacred for herself.

And she will go and do it.

And we will love her for it.

—Nils Leonard is chief creative officer of Grey London.

via Why the Perfect Modern Creative Is Fierce, Fearless and Female

There Are Only 7 Different Ways To Name An Ad Agency, According To This Chart Of All Of Them

We love this “taxonomy of ad agency names” from Rob & Joe, the freelance creative partnership of Rob Donaldson and Joe Dennett. It rather speaks for itself. But in case you don’t get it, they’ve sorted virtually every major ad agency name into one of seven genesis categories. Click to enlarge:

agency name brainstorm

via There Are Only 7 Different Ways To Name An Ad Agency, According To This Chart Of All Of Them – Business Insider.

‘The Ghetto Tarot’: Haitian artists transform classic tarot deck into stunning real life scenes

death

Welcome to the Ghetto Tarot, a project from award-winning documentary photographer Alice Smeets and a group of Haitian artists known as Atis Rezistans. The idea was to take the classic Rider-Waite tarot deck of 78 cards and create a photographic version of each card using settings and objects in the vibrant ghetto of Haiti.

As Smeets says, “The spirit of the Ghetto Tarot project is the inspiration to turn negative into positive while playing. The group of artists ‘Atiz Rezistans’ use trash to create art with their own visions that are a reflection of the beauty they see hidden within the waste. They are claiming the word ‘Ghetto,’ thus freeing themselves of its depreciating undertone and turning it into something beautiful.”

Smeets also related some of the memorable incidents while executing the photo shoots:

There have been plenty of little, funny moments. One example: when we were shooting the scene of the Death card, I asked the artists if they had real skulls to place them in the picture. Five minutes later, Claudel, one of the artists and my dearest assistant, came along holding a plastic bag filled with skulls in his hands as if it was the most normal thing in the world to carry dead peoples heads around.

It constantly surprised me how the artists almost always found immediately what I asked for. For the picture of the High Priestess, we needed horns to place them next to her feet. I hadn’t let them known beforehand that we would be in need of them. As soon as Claudel found out, he ran and came back a moment later with two horns in his hands. They never told me where they found all of the materials, they just happened to lay around somewhere in the Ghetto.

The Ghetto Tarot has been fully funded on indiegogo, and you can place an order for a full deck at the price of 32 euros (about $36).

10 cups

The Nine of Cups

justice

Justice

9 swords

The Nine of Swords

king swords

King of Swords

hanged man

The Hanged Man

hermit

The Hermit

6 swords

The Six of Swords

8 cups

The Eight of Cups

5 cups

The Five of Cups

sun

The Sun

3 swords

The Three of Swords

Here’s a brief video featuring interviews with some of the photo subjects (very interesting):

via ‘The Ghetto Tarot’: Haitian artists transform classic tarot deck into stunning real life scenes.