Dentsu creative’s Chief Creative Officer for the Americas Menno Kluin recently wrote an op-ed in Campaign US on the lessons modern creative leaders can learn from European football – namely, a philosophy called Total Football that was created by Rinus Michels. Menno explains why creatives need to borrow from Michels’ playbook if they are to succeed in the years ahead. He writes in the piece:
“We need to embrace Total Creativity: the ability to shape, mold and control an advertising process in which creativity can flourish. We need to learn how to master the entire field of play.”
He explains why the great idea is only part of the creative’s job, and why selling it, building it, and promoting it, is just as important. Additionally, spotting and developing talent is another key part of the process in order to succeed as a creative in the years ahead. Read the full piece in Campaign US.
