Welcome to The 9 To 5, our ongoing series where we highlight and interview creative professionals doing great things. Today’s profile is on Curtis Wolowich, Creative Director at Agency59.
1. When did you know you wanted to become a creative director?
I didn’t really—at a certain point in my career I realized there was nowhere else to go but up. I did know, though, at a young age that I wanted to be an art director. I loved drawing and just knew that I wanted to keep doing that.
2. What’s on your typical “to-do” list for a day at the office?
It really varies. Mondays start with an all team status with both creative and accounts running through all of priorities of the week. This meeting gives everyone insight into all the work that is with the creative team so we can identify any capacity issues and try and sort them out before they have any impact on the work.
3. What do you do outside of the office to become a better Creative Director inside the office?
A rather famous and well respected Creative Director once asked me how I rank myself as an art director on a scale of 1 to 10. I said (not to be cocky) I was a 7—above average but not perfect. He looked at me with surprise and said that he didn’t think he himself was even a 4. I realized I had been set up, but recognized the truth in that statement. We’re always learning and in this day and age it’s so important to stay on top of whats new, who’s doing what, what does the business look like down the road, etc. So my time is spent absorbing all that’s around me.
It isn’t just about doing great work but being able to sell it to the clients so that it gets produced.
4. What are the skills that any creative director should have?
- Creativity
- Relationship skills, the ability to manage different personalities – clients and staff
- A thick skin, the ability to take feedback and not take it personally
- Presentation skills
- Communication
- Mentor
- Listening
- Collaboration
5. What do you know now that you wish someone might have explained to you before entering your position or industry?
I wish I knew that I would have to be a salesperson and be able to sell my work to the clients. It isn’t just about doing great work but being able to sell it to the clients so that it gets produced. There wasn’t a course offered when I was at school that prepared me for this part of my role.
All I wanted to do was be creative, come up with great ideas and produce those ideas, but someone has to sell it in to the client. Great creative is important and sometimes it sells itself (that’s a good day) but you have to be able to sell it.
So I would stress to anyone entering this business or any business for that matter, if you’re passionate about what you do, the selling will take care of itself.
6. What are the ways you get in the “zone” while working?
Ideas can come from anywhere, while driving, in the shower or even while sleeping (those are usually bad). Ideally I need to be in my own environment and away from the account team so that I can think and be uninterrupted. At other times I need someone I can bounce ideas off of and get ideas back from. It’s all part of the process.
7. What’s the best part of your job?
Coming up with a great idea that the clients love and seeing that idea come to life. When I have an idea that I know is going to work and is on brief, I get excited, almost giddy – those moments are the best part, especially if the client feels the same way after we present it to them.
8. After a long week, are you reaching for a pint of beer or a glass of wine?
A nice cold beer is a great way to celebrate getting through a busy week.