A creative director is the person who says no to the good idea so the great one has room.
They hold the standard for everything your company puts out, part time. They do not make every piece. They make sure every piece looks and sounds like it came from the same place.
What does a fractional creative director do week to week?
- Reviews work before it goes out, with notes the team can act on.
- Runs the brainstorm and the creative calls for a campaign or launch.
- Writes down how the brand looks and sounds, so freelancers get it right the first time.
- Picks and manages the designers, writers, photographers, and agencies.
When does a company need one?
When the brand looks like five different companies depending on who made the thing. When you have good freelancers and nobody directing them. When an agency is doing work you cannot judge.
How is it different from a fractional CMO?
A CMO owns the plan, the budget, and the results. A creative director owns how the work looks, sounds, and feels. In a small company one senior person often does both, which is how I usually take the seat.
What did I do before this?
Executive creative director at Thread, a 50-person agency I renamed and rebuilt. Partner at Catalyst Studios. Creative technologist at Carmichael Lynch. The Phillips UV site I programmed at Olson earned a One Show Merit in 2002.
Answered by Jared Lukes, Minneapolis. Twenty-five years in brand, UX, and technology, currently holding fractional AI and technology seats at three companies. About Jared.