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BLACK BAG | Diary of a Creative Director | An exploration of the road to greatness

Tony Granger Worldwide Creative Director Y&R

“…I think one of the dirty little secrets that creatives don’t always realize is that anybody can come up with a great idea. It’s not hard to come up with great ideas....Great creatives can come up with great ideas all the time. The question is who can KEEP coming up with great ideas.…”

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Tony Granger Worldwide Creative Director Y&R

“…It’s caring. About what you put out there.  It’s when a client is ready to except good enough and you’re pushing it to be great.
I think that’s rebellion…”

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Tony Granger Worldwide Creative Director Y&R

“…If the work is on strategy, on brief, and on time, and I’ve approved it, it must run. No further opinions needed. Selling the work then became the suits’ Number One task; Internal wrangling only wastes time and money. …”

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Tony Granger Worldwide Creative Director Y&R

“…If you have very defined goals and a very defined mission, then everything you do has meaning. Every decision that you make, has meaning, everyone you employ, has meaning, every idea you create, has meaning…”

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Marcello Serpa CEO, Creative Director ALMAP/BBDO

“…If you produce a lot of ideas, you’re going to find good ones in there. It’s about amount. It’s about quality. Quality comes from quantity. In the creative process…”

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Marcello Serpa CEO, Creative Director ALMAP/BBDO

“…invest in your portfolio and one day you'll be able to do exactly what you want. You'll have the freedom to choose the agency, freedom to move from one country or another or the freedom to get lots of money…”

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David Droga | Worldwide Chief Creative Office | Publicis Ltd. | Monday, March 21st, 2005

“…If you want people to be straight and loyal to you, you’ve gotta be straight and loyal to them. I do have high expectations of people that work for me. I’m very hard. I’m fair, but I’m hard…”

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Lee Garfinkel | Chairman and Chief Creative Officer | DDB NY | Monday, April 18th, 2005

“…I'm a really big believer that your first or second job can really make who you are. You can be really imaginative but if you get bad Creative Directors at the beginning of your career they can point…”


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Diary of a Creative Director the book


PLEASE LET ME KNOW WHEN I CAN GET MY COPY OF THE BOOK!!!!!

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