The Fire Starter and the Brand Steward
基于6家广告代理公司的43次访谈，揭示了创意总监在激励团队、管理品牌和沟通协调中的多重角色，适合广告从业者和创意管理者阅读。
<h3>ABSTRACT</h3> This article seeks to uncover the complexities of the creative director9s leadership role in advertising agencies. The authors based their work on data received from six agencies and 43 interviews conducted at those participating agencies. Findings suggest successful creative directors combine expertise in creativity, strategy, and interpersonal communication to motivate and mentor co-workers, oversee brand identities, serve as liaisons between creative people and other agency departments and clients, and shape the creative vision of the agency.