As A Creative Director

As a Creative Director, who grew up in Hong Kong, studied in Canada, and worked in a French-based 4As Creative Agency for almost 10 years then entered the China market, I understand that a good creative must not be restricted by any language barrier but can be understood by any anyone, anywhere in the world.

It should exist in any forms: above the line, below the line, online, offline etc. and crossover with art, music or work as ambient. It should be considered as a good creative idea as long it has something ‘new’, unique, none in the past, and highly relevant to the brand.

The creative director plays an essential role in developing a good idea.
He/She has to be tasteful, patient, strategic thinking, and with good execution , presentation and communication skills.

He/She needs to be excellent in storytelling and able to think out of the box with intelligent judgment that is trusted by client and the team. I can go on and on because the criteria for a good creative director are limitless.
Above all, I think the most vital element is that he/she needs to be passionate, the mentality that makes one to always strive for the very best. How do I define ‘passion’? I have once read it somewhere that passion means ‘suffering’ and that you need to be ready for all different setbacks and bottle necks along the way. I think this is especially true in advertising.

My past experience equips me with all these attributes that a creative director is required, and allowing me to drive for good ideas constantly. Looking ahead, I am confident to develop more outstanding creative campaigns and to bring my portfolio to the next level.  

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香港長大，加拿大留學，前後十年在法國背景的廣告公司工作，再進入中國大陸的快銷品市場，作為一個本土的創意總監，我明白到一個好創意，不應該有任何語言的限制，它有著的影響力，應該是放諸四海皆通的。

而且，它可以以任何形式進行：上線、下線、線上、線下，還可以跟藝術、音樂、環境等結合，只要有「新」的元素在內，以前未有人做過的，並與品牌高度相關的， 便是好創意的準則。

能否做出好創意，與創意總監的創意與實力有著不可分割的關係。

他/她需要有良好的品味、策略性思維、高度的執行力，超乎常人的耐性、出眾的表達與溝通能力，要懂得說故事，想法要跳出框框，判斷快狠準，還需得到客戶與團隊的信任，要數的話，這些條件要說幾天也說不完。

但在這一切之上，我覺得最重要的，是他/她要有心機去做，有種不做到心目中的最好不罷休的意志──大概就是我們常常說的passion了。

passion怎樣去定義呢？曾聽說所謂有passion就是指要有準備去面對一切挫折和瓶頸位──對passion的詮釋是suffering。這對廣告人而言，尤其真實。

過去的經驗和鍛煉，讓我帶著以上種種裝備與條件，繼續為心目中的好創意拼搏，期望擁有更豐富的作品，創造更多出色的Campaign。