This story was originally published in the Spring 2023 issue of strategy.
Every year, strategy’s Creative Report Card tracks and tallies the awards taken home by agencies, advertisers and creatives over the past year to help the marketing community know who’s at the top of their game. This week, we are talking to this year’s cream of the crop to get their thoughts on creativity, challenges and the secret sauce to creating a winning shop. You can see interviews with the other honourees here, and be sure to check out the full rankings.
Mike Dubrick
CCO, Rethink
#1 Creative Director
Where do you find your inspiration?
I’ve always been a bit of a contrarian. So, I’m constantly inspired by people who try to do things differently, who are dissatisfied with the status quo and want to change things for the better. I think that’s probably what drew me to Rethink.
How do you know when a project is finished?
Ultimately, timelines and deadlines decide when you’re finished. And that’s a good thing because there are always things you could tweak.
Everyone needs time out. What creative work do you do in your own time?
Family, friends and a good walk spoiled.
Has the growth of the agency effected what you do, day to day?
We’ve had incredible growth the last year and managing that can be a challenge. But it’s also exciting. Our expansion globally has given us the chance to bring in world-class talent. We pair that with a strong belief in promoting from within, where we’ve seen phenomenal growth and emerging leaders in the agency.
What makes a creative director great?
My colleague Sean often says we have “strong opinions held loosely.” I love that. You need to be passionate and know what you want, but also humble enough to act on a better idea when you see it.
What work do you admire most from the last year?
I think the work we’ve seen from Liquid Death is certainly challenging the way a brand can behave in culture. They’re pushing things and I think that’s good for the industry.
