A client chose the AI-generated logo by his secretary over ours.
Sounds like a nightmare? It happened to creative director DAvide Colla from 150UP, as he shared on the DMEXCO podcast.
That got me thinking:
What’s the role of a Creative Director today – when tools can execute almost every craft? What qualities will define this role in the future?
This question was also tackled at the BVDW’s Creativity Summit on Thursday. Moderator Dora Osinde from Ogilvy asked: Who would you hire as CD – someone with 20 years of agency experience but no social media presence, or someone who spends six hours a day on TikTok but never built a 360-degree campaign? Time to reflect.
Based on those discussions, here are six sharp insights into what the Creative Director of tomorrow should be:
#1 Curator over Creator
In a world of AI-generated infinite variations, the creative edge lies in curating. Tomorrow’s CD can spot what’s new, bold, and relevant – and let go of tired ideas. AI can suggest. But curation? That’s still human.
#2 Create spaces, not just concepts
Leadership no longer comes from hierarchy, but from shaping creative spaces. CDs foster environments where teams feel safe to think, play, and take risks. Leadership becomes facilitation. Ownership flows to whoever sets the bar highest – regardless of title.
#3 Use AI – but stay the rule-breaker
Yes, some CD’s tasks can be automated. But not the instinct to break rules. While AI delivers safe, middle-of-the-road ideas, the future CD knows when to fight the machine to create true originality.
#4 Embrace playful thinking
Creativity today is more experimental and tech-driven than ever. TikTok, Midjourney, AR – they disrupt linear workflows. Tomorrow’s CD needs to crave change, spark newness, and stay curious. Not every idea must be “sellable” from the start. Some need room to grow.
#5 Lead as a team
Creative leadership is being redefined. Vision and energy matter more than people management. Tomorrow’s CDs direct energy and inspiration – not HR files – often in fast, interdisciplinary setups.
#6 Bridge the gap: old school meets new platforms
The future belongs to those who combine Cannes in their mind and TikTok in their gut. It’s not either-or. The next-gen CD connects platform culture with brand essence, speed with depth, data with emotion.
Conclusion: The CD of tomorrow is …
… a tech-savvy visionary, a coach for talent, a strategic brand driver, a storytelling expert, and a hands-on creative who sees AI as a tool – not a threat. Easy job, right?
