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3. Direction
Inspiring, Managing and Developing Your Creative Team
Managing
a creative team is uniquely challenging, and can be uniquely rewarding.
This is partly down to the nature of creative business, in which each
product is effectively a new prototype, and partly down to the
character of a workforce composed of professional creatives.
The situation is further complicated by the range of
different
types of managers in creative businesses, who may have very different
concepts of 'management' itself.
3 types of manager in the Creative Industries
Senior
Creatives
As in many other industries, the top performers are
usually the ones considered for promotion to management positions.
So the best graphics designers, copywriters and games
designers
become Senior Designers, Team Leaders, Art Directors and Creative
Directors. And like their counterparts in other industries, they
discover that performing yourself and managing others' performance are
very different skills.
The advantages they bring to a management role include: creative talent and experience; good judgment of creative work; understanding of junior creatives' situation. Potential Achilles heels include: finding it difficult to 'let go' and become a facilitator rather than a doer; a temptation to micro-manage or 'over-direct' others' creativity.
Professional
Managers
These are
managers with a strong business background, but little or not
experience of a creative role. Their advantages as
managers include: good business knowledge; awareness of the manager's
role as distinct from that of a creative; an ability to 'step back' and
leave room for others' creative input. Achilles
heels include
lack
of first-hand experience of the creative process, and a
perceived culture clash between 'suits' and 'creatives'.
Creative
Entrepreneurs
These are the founders of a creative enterprise, the
people whose vision and drive are responsible for the creation and
initial development of the company. They can combine a visionary,
inspiring style of leadership with a very 'hands on' approach to
management, liking to maintain involvement in all aspects of the
running of the business. Their advantages as
managers include: vision; infectious enthusiasm; creativity; and
commercial awareness. Achilles
heels can
include: a fear of losing control, making them reluctant to delegate
responsibility; a sense of urgency that makes them reluctant to invest
time in 'people management'; and the business can become over-dependent
on them, causing bottlenecks.
What you want to avoid:
Stifling
creativity
You
hire the best creatives you can find and afford, so the last thing you
want to do is stifle their talent. Yet the pressures of the commercial
environment, combined with the Achilles
heels identified above, can lead to managers inadvertently
constraining your team's talent, resulting in mediocre creative work.
Missed
commercial targets
Fostering
creativity is just one part of managing a creative team - your managers
also need to keep workers 'on brief' and within budget. Failure to do
so can result in disappointed clients, falling sales and damaged
partnerships and reputation - not to mention the direct impact on your
bottom line.
Alienating
or losing talented workers
As
well as maintaining a fine balance between creative and commercial
requirements, managers must continually walk a tightrope in keeping
talented creatives stimulated and motivated. Get the 'people
management' of your valuable workers wrong, and you risk puncturing
their enthusiasm or losing them altogether to competitor.
A
stagnant talent pool
Unlike
many of your investments in technology, creative talent is one resource
that should appreciate in value with time, as your workers learn and
develop their talents. However, if your managers are not equipped to
support your team's creative and professional development, you risk
watching your talent pool stagnate and your investment depreciate.
What you want to achieve:
Creative
AND commercial success
Skilled
creative managers are adept at getting the right balance between
inspiring creative work and commercial success. They are able
to
monitor and influence their team's work so that the creatives use their
talent to its full potential in meeting (or exceeding) the brief and
attaining the commercial goals. Clear communication,
listening
and feedback skills are crucial to keeping the team creatively inspired
and commercially focused.
Focused
enthusiasm
The
competitive environment of the Creative Industries, and the intrinsic
interest of creative work means that most creatives are
passionate aboutt their work. They love a creative challenge. A skilled
manager avoids doing anything that might
dampen that passion, and will channel it in commercially relevant
directions. S/he knows individual team members well enough to know when
to challenge and when to offer support. The result is to focus creative
enthusiasm on your business goals.
Attracting
and retaining top talent
Everyone
wants to be part of a winning team. If your managers are engaging the
full enthusiasm of your creatives, this will be obvious not just in the
quality of your creative output, but in your growing reputation as a
stimulating and dynamic place to work. How we are treated by our boss
is one of the key factors in determining our quality of life at work -
if your managers have a reputation for balancing an inspiring
challenge and appropriate support, they will act as talent magnets for
your company. As well as attracting the best workers, you'll be able to
retain their services.
Managers who create an environment in which your creatives can learn and develop their talents are adding value to your workforce every single day. As well as providing creative workers with an inspiring challenge that keeps them focused on their own learning and development, these managers are helping you build the 'creative capital' of your business. In a creative economy, where the quality of your thinking and execution is key to your competitive strategy, this is one of the most valuable investments you can make.
How Wishful Thinking can help
I provide coaching and training especially designed for managers in the Creative Industries, rather than simply importing coaching and management models from mainstream industries.The best solution will depend on your particular company and the individuals involved. The options include:
Coaching
for Managers
One-to-one coaching for Creative Directors and
other managers of creative teams
Training
for Managers
'Coaching Creative Professionals' - a
specialist course for managers in the Creative Industries
Request a free consultation
I offer a free consultation service to assess your company's needs and discuss how Wishful Thinking can help you reach your creative and commercial goals.
Receive free articles about managing creative teams
Below is a selection of posts about managing creativity from the Wishful Thinking blog. Subscribe to the blog via RSS or e-mail and receive future updates FREE.
How Coaching Creates Creative Flow
The Thinkubator and Other Creative Environments
Creativity Beyond the Creatives
Phone/Fax: +44 20 8691 2475 E-mail
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Wishful Thinking is a coaching consultancy for creative professionals and the Creative Industries.
Based in London, Mark McGuinness works with individuals and companies across a wide range of media - including design, film, literature, advertising, music, acting, computer games, architecture, marketing, photography, fashion, TV and radio.
As a published poet with a track record of coaching and training for large and small organisations, I offer a unique blend of creative and business expertise. In addition to my coaching experience and professional qualifications I am nearing the end of a part-time MA in Creative and Media Enterprises at the University of Warwick.
Please ask if you'd like to discuss how I can help you realise your creative and commercial goals.