At SXSW, The Drum caught up with Cramer-Krasselt’s NYC executive creative director Craig Markus to find out what he thinks it takes to be a great creative.
To be a great creative, Markus said he thinks it’s important to have “the ability to look beyond advertising.”
“We can get very obsessed with what we’re doing in our own little world and I think we’ve got to be able to be inspired by things way beyond our world,” he said.
When it comes to hiring talent, Markus said he looks for creatives that have a “healthy ego” in the sense that they want to do something that nobody has done before.
“I think you have to be dissatisfied enough with the status quo to want to do something different,” he said.
Markus joined Cramer-Krasselt last year after founding agency Rage Grace & Partners. Before that, he served as an executive creative director at McCann Erickson for more than ten years.
His interview with The Drum can be viewed above. See what Ogilvy & Mather’s Corinna Falusi said when we asked her what it takes to be a great creative.