New creative directors need to understand that creative leadership requires guidance and a clear way forward. Not making a decision and a lack of guidance are worse than making the wrong decision, as you can at least learn from a wrong decision and then make a good one. I was once told that the key to creative leadership is simply giving clear direction and a definite time by which it must be executed. This applies to clients too. The most successful clients always make a clear call. Often, this is based on a gut feel and an intuition of what is right for their brand. Sometimes it is based on experience and, probably, a few bad decisions. Marketing sometimes appears to be satisfying internal issues and management expectations rather than being connected to the market. With strong and intuitive clients, you know exactly where you stand. If they love the work you make it, if they don’t, they tell you not to present such inferior work again. These clients usually have one strong leader...

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