‘Be a producer’: RPA’s Sarah Bates on what it takes to be a great creative
For Sarah Bates, Creative Director at RPA in Los Angeles, it’s perfectly fine to be weird. In fact, it’s pretty normal and desirable – especially those “no-consequence adventures” that make a person interesting in a creative field.
This is one thing that makes a great creative – the actual authenticity of a person presenting to another person in a real, honest way. Additionally, Bates, who has been with the Los Angeles indie shop for nearly 7 years, believes that this evokes a unique take on creativity.
Another aspect that Bates says makes a great creative is responsible combat. This is the art and craft of agency work to find solutions – but in a way that has both the potential for success and the ideas that creatives know can work.
Most importantly, Bates believes that the best way to be a great creative is to be a producer first. Getting dirty and learning as many disciplines as possible is critical to a creative’s success because, as she notes, there may come a day when knowing the state of the country will mean the difference between making something and not -Making matters.
All in all, however, it comes down to finding solutions, which is one of the best reasons to be a creative person in the first place.
See what other creative pros think are great creators, including Nick Burd, Creative Director, Digital / Social at Ignition in Los Angeles.