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creative

Make your art.

Eventually, you and your clients will release the project to a director, photographer, editor, illustrator, etc.  At this point, you must say to that person:  “Go make your art.”  That’s what you’ve hired them to do.  They’re an expert at the craft.  You’ve selected them from thousands of other people.  Now, let them make something wonderful.

If you don’t have the right person, stop right now and find someone else.  The risk now isn’t that something will screw up.  It’s that you don’t have the right fit for the role.

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David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.