Creatives from around the Twin Cities braved negative temperatures and a blistering wind chill to hear Todd Dexter, VP and Group Creative Director of Aimia, share his philosophy on the future of creative departments. Todd’s presentation took place Thursday January 19th hosted by Ad Fed at International Market Square in Minneapolis. Todd’s 17-year career began with the suggestion from a professor that he “should consider going in another direction” because graphic design wasn’t “his thing”—and he hasn’t looked back since.
From Best Buy to Campbell Mithun to Martin Williams and now Aimia, Todd shared the lessons he has learned from his years of experience. There is something everyone can learn from his presentation.
10 Lessons for Creative That Works
- Are you an art director or a designer? The answer is “yes.” You can be good at both. You need to be a career developer, a diplomat and a guidance counselor.
- Hug those backseat drivers. In essence, allow others to give you direction. People can be motivators for the better.
- Friends don’t let friends drink and design. No explanation necessary.
- Show a little leg before you drop the robe. In other words, consider the art of presenting. Set it up appropriately—because selling is half the job.
- Remember the golden rule: Treat people the way you want to be treated. Be nice. The connections with people matter most—remember where you came from.
- Integration via segregation doesn’t work. Coworkers have to be able to interact, regardless of department. Culture is huge.
- Speak specifically to specific people specifically. Consider “customer centricity”—the marketing of materials specifically tailored to specific buyers.
- Realize the gift that’s in your hand. Regardless of the project you’re given—give 120%. That kind of work on smaller projects will get you bigger work.
- Marketing is more than a pick-up line. Show respect to consumers by marketing to individuals that want to be marketed to with a balance of the rational and the emotional.
- The people around you are everything.
