Time for another visit to the Creative Leaders Corner. Pull up a seat for some unique insights from creative leaders talking about their own creative journeys, and how they lead others on theirs.
This time, we talk with Firrdaus Yusoff, Head of Creative at Forsman & Bodenfors Singapore.
During our conversation, Firrdaus discusses what he misses most about being simply a “creative,” the rewards and challenges of leading a creative team, inspiring clients to take risks, the changing landscape of the creative industry, and more.
He also shares some of his favorite campaigns he’s worked on as well as some valuable advice to up-and-coming creatives.
What do you miss about being a creative without the leadership role, and what do you enjoy most about creative leadership?
I miss time. The time to craft. The time to ideate. The time to prep. Your mental load is not just on the creative output, but also on the agency’s direction, culture, revenue, people development. I enjoy these bits, just that it does give you less time to do the actual creative.
I love it when the team already has a solid idea, and they’re using me as a soundboard, and nothing more. Just because you’re the creative lead, doesn’t mean you have to have your grimy fingers on everything.
When you have rock stars on your team, let them put on a show.
Was there a particular ad or ads that inspired you to focus your creative talents on the ad industry? (share any links or assets, please)
I saw this when I was in school and thought to myself; people get paid to think of stuff like this?
How do you persuade clients to take creative risks?
As a client, you’re either personally willing to take risks, but you can’t because of the nature of the brand you’re in. Or the risk appetite is built into the brand, so being a risk-taking marketer is almost a given.
So at times, it’s about curating the right client/brand for your agency. Not every brand or marketer will be right for your agency.
“I love it when the team already has a solid idea, and they’re using me as a soundboard, and nothing more. Just because you’re the creative lead, doesn’t mean you have to have your grimy fingers on everything.”
That said, I think risk appetite can be increased once you’ve built enough ‘trust’ credit with your clients, and you build a genuine relationship with your client. When you can have honest conversations and genuinely hear out what makes them wary about an idea, only then can you nudge them towards more ‘risky’ approaches.
What are your strategies for inspiring and motivating your creative team to push boundaries and challenge the status quo?
I keep reminding them to explore ideas that get people talking about. Like non-advertising people would actually care about your idea. Non-advertising reporters would write about your idea.
Your random aunt will actually WhatsApp you about that idea. Because what’s the point of staying late and doing work only to have people skip it?
What is your take on Generative AI and its impact on the creative industry? How is your team using it?
Love it. We’re using it to accelerate comps and visualise weird thoughts and just doing nonsensical things.
“Your random aunt will actually WhatsApp you about that idea. Because what’s the point of staying late and doing work only to have people skip it?”
What advice do you have for people navigating their way into the creative industry for the first time?
Find the work that you enjoy. Find the agency that did it. Stalk the creatives that did it. Try like hell to get in. Not every agency culture will allow you to do enjoyable work. So don’t waste your years getting into just ‘any’ agency.
Also, don’t follow the money when you’re starting out. Make sure you’re in a place that can build your portfolio. Your portfolio will pay your bills (and more) eventually.
What is some campaign work you’ve worked on during your career that you are most proud of?
World Under Water
Quick Hits:
Book everyone in the industry should read: The Book with No pictures by B.J. Novak
Favorite show you’ve been watching lately: Kaiju No. 8
Something you want to learn or wish you were better at: Cooking.
You can visit Firrdaus on the web at firrdausyusoff.com
