How to Saddle Up and Lead a Creative Team in the AI Frontier: Diverse Wisdom, Esoteric Insights, and Practical Tips for Today’s Creative Sheriffs

In the fast-paced world of advertising and design, creativity is the currency of success. But in the AI-driven Wild West, creating a space where ideas can roam free—where every spark of inspiration has room to grow—can feel like herding cats.

The best creative directors, past and present, have long known the importance of nurturing an environment where creativity thrives.

So, let’s take a ride through the wisdom of diverse advertising legends, infused with a touch of the mystical, to build a creative environment that takes your team, agency, or in-house posse to the next level.

Your Trail Map to a Thriving Creative Frontier:

• Embrace the Power of Play (Paul Arden’s Philosophy)
• Encourage Creative Risk-Taking (Dan Wieden’s Bold Approach)
• Make Space for Solitude (David Ogilvy’s Quiet Genius)
• Promote Collaboration, Not Competition (Bill Bernbach’s Team Spirit)
• Stay Humble and Curious (Lee Clow’s Endless Curiosity)
• Value Diversity of Thought (Steve Jobs’ Fusion of Ideas)
• Diverse Voices and Perspectives (Bozoma Saint John and Rei Inamoto’s Leadership)
• Use AI to Enhance, Not Replace Creativity (John Hegarty’s Human Touch)

Let’s mosey through each of these principles and see how you can apply them to turn your creative outpost into a thriving hub of innovation.

1. Embrace the Power of Play: Paul Arden’s Philosophy

Paul Arden, the former creative director of Saatchi & Saatchi and author of “It’s Not How Good You Are, It’s How Good You Want to Be,” was a firm believer that creativity should be playful. He knew that the best ideas often come when folks feel free to experiment, much like a cowboy testing out a new lasso technique. Arden famously said, “Creativity is imagination, and imagination is for everyone.” Learn more about Paul Arden's work.

Esoteric Insight: Think of creativity as a dance with the muse, an ancient spirit that whispers in the quiet corners of your mind. When you embrace play, you invite the muse to join you in a sacred dance, unlocking doors to realms of inspiration that are beyond the ordinary.

Practical Tip: Create a "playground" for your creative wranglers—a time and space where they can brainstorm freely, experiment with AI tools, and try out unconventional ideas without the pressure of immediate results. Whether it’s a weekly brainstorming session, an AI-powered idea generator, or a creative retreat, fostering a sense of play can lead to ideas that are pure gold.

Real-Life Example: Think about Google’s “20% Time” policy, where employees are encouraged to spend a fifth of their work hours on side projects. This bit of creative freedom has led to some of Google’s most innovative products, like Gmail and Google News. In your creative outpost, consider setting aside time for your team to explore side projects or experiment with new AI tools.

2. Encourage Creative Risk-Taking: Dan Wieden’s Bold Approach

Dan Wieden, co-founder of Wieden+Kennedy, the agency behind Nike’s legendary "Just Do It" campaign, understood the value of taking risks. His philosophy was simple: “Fail harder.” Wieden believed that failure is part of the journey and that true innovation comes from pushing boundaries—like a cowboy venturing into unknown territory. Dan Wieden’s insights on risk-taking have been invaluable in shaping bold creative directions.

Esoteric Insight: In the tarot, The Fool card represents new beginnings, a leap of faith into the unknown. As creative directors, we must channel the spirit of The Fool—embracing the mystery, the risks, and the boundless possibilities that come from stepping off the beaten path.

Practical Tip: Create a culture where risk-taking is celebrated, not punished. Encourage your team to push the envelope, even if it means occasionally hitting a rough patch. Use AI to test ideas quickly and iterate on them, but don’t let data keep you fenced in. Remind your team that some of the best ideas start as wild, unproven concepts.

Real-Life Example: Remember Wieden+Kennedy’s work on the Old Spice campaign? They took a big ol’ gamble by rebranding a tired product with humor and absurdity, and it paid off big time. Encourage your team to take bold, creative risks and support them with AI tools that can quickly bring these ideas to life.

3. Make Space for Solitude: David Ogilvy’s Quiet Genius

David Ogilvy, often called the "Father of Advertising," knew that sometimes, the best ideas come when a cowboy takes a moment to sit by the fire, away from the hustle and bustle. Ogilvy believed that big ideas often come in moments of quiet reflection, out on the open range. He once said, “Big ideas come from the unconscious. This is true in art, in science, and in advertising.” David Ogilvy’s advertising principles continue to influence how creatives approach their work today.

Esoteric Insight: In many spiritual traditions, solitude is seen as a time to commune with the inner self, to listen to the whispers of the soul. As creative directors, we can tap into this ancient wisdom by making space for our team members to connect with their inner muse in quiet, reflective moments.

Practical Tip: Encourage your team to take time away from their screens to think deeply about projects. Whether it’s allowing flexible work hours, creating quiet spaces in the office, or even encouraging remote work days, giving your creative wranglers the space to reflect can lead to more meaningful and impactful ideas.

Real-Life Example: Consider how Ogilvy himself would take time to retreat and think deeply about the brand challenges at hand, leading to some of the most iconic ad campaigns of all time. In your creative environment, make it a point to balance the hustle with moments of quiet reflection.

4. Promote Collaboration, Not Competition: Bill Bernbach’s Team Spirit

Bill Bernbach, co-founder of Doyle Dane Bernbach (DDB), was known for revolutionizing the creative process by pairing copywriters with art directors—a move that fostered collaboration and led to some of the most memorable advertising campaigns in history. Bernbach believed that “an idea can turn to dust or magic, depending on the talent that rubs against it.” In today’s AI-driven world, collaboration remains as important as ever. AI tools can facilitate collaboration, but it’s the human interaction that turns ideas into gold.

Esoteric Insight: Collaboration is alchemy—the ancient art of transforming base ideas into gold. When diverse minds come together, they create a magical synergy, a blend of energies that can elevate an idea beyond the sum of its parts.

Practical Tip: Foster a collaborative environment where ideas are shared openly, and credit is given where it’s due. Use AI tools to streamline workflows, giving your team more time to brainstorm together. Consider regular “idea exchanges,” where team members present their concepts and receive constructive feedback from their peers. This not only improves the ideas but also strengthens the bonds of your creative posse.

Real-Life Example: Look at the famous Volkswagen “Think Small” campaign. Bernbach’s collaborative approach led to an ad that broke all the rules and became an instant classic. Read more about how collaboration fueled the “Think Small” campaign’s success.

5. Stay Humble and Curious: Lee Clow’s Endless Curiosity

Lee Clow, the creative mastermind behind Apple’s “Think Different” campaign, is known for his humility and relentless curiosity. Clow once said, “You have to be able to take a journey, have the journey make you better, and along the way, let the work win out.” This ethos is vital in an era where AI can sometimes make creativity feel like a science rather than an art. A great creative director remains curious, always looking for the next idea, the next innovation, the next frontier.

Esoteric Insight: Curiosity is the path of the seeker, the one who follows the call of the unknown with an open heart and a questioning mind. It’s the journey, not the destination, that brings enlightenment and sparks the fire of true creativity.

Practical Tip: Encourage continuous learning and curiosity within your team. Use AI to explore new creative possibilities and push the boundaries of what’s possible. But also stay humble—remind your team that the best ideas often come from unexpected places and that everyone has something valuable to contribute.

Real-Life Example: Clow’s work at TBWA\Chiat\Day is a testament to the power of curiosity and humility. Explore more about Lee Clow’s creative journey and philosophy. In your creative environment, foster a culture of exploration and encourage your team to always look for the next frontier.

6. Value Diversity of Thought: Steve Jobs’ Fusion of Ideas

Steve Jobs famously said, “Creativity is just connecting things.” He believed in the power of bringing together diverse perspectives to create something new and innovative. In today’s creative environment, where AI can analyze vast amounts of data to identify trends, it’s easy to fall into the trap of homogeneity. However, the most innovative ideas often come from unexpected connections between different fields, experiences, and perspectives.

Esoteric Insight: The concept of "Unity in Diversity" is a universal principle found in many spiritual traditions. It’s the idea that the most powerful creations come from blending different elements, perspectives, and energies into a harmonious whole.

Practical Tip: Build a team with diverse backgrounds and encourage cross-disciplinary collaboration. Use AI to identify and connect disparate ideas, but ensure that your team feels empowered to think outside the box and combine concepts in novel ways. Host cross-departmental workshops or brainstorming sessions to bring different perspectives together.

Real-Life Example: Apple’s “Think Different” campaign was a direct result of bringing together diverse ideas and perspectives. Learn more about how diversity of thought fueled the “Think Different” campaign. In your creative outpost, encourage diversity of thought to fuel innovation.

7. Incorporate Diverse Voices and Perspectives: Bozoma Saint John and Rei Inamoto’s Leadership

Bozoma Saint John, a trailblazing marketing executive known for her work at Uber, Apple, and Endeavor, has always emphasized the importance of inclusivity in creativity. Saint John believes that diverse voices bring richness to creative work, leading to more authentic and powerful storytelling. She has said, “Being a black woman is the most interesting part of my story. It’s what makes me unique and gives me perspective.” Explore her impact on branding. Similarly, Rei Inamoto, a leading figure in digital advertising, co-founder of Inamoto & Co, and former Chief Creative Officer of AKQA, stresses the importance of embracing diverse perspectives to drive innovation. Read more about Rei Inamoto's views on digital creativity.

Esoteric Insight: In many indigenous cultures, the circle is a sacred symbol of inclusion, where every voice matters and every perspective is honored. By creating a circle of voices in your creative environment, you tap into a collective wisdom that is far greater than any single mind.

Practical Tip: Actively seek out diverse voices within your team and create an environment where everyone feels empowered to contribute. Use AI tools to ensure that different perspectives are considered in the creative process, but also make it a point to invite underrepresented voices to the table. This could involve mentorship programs, inclusive brainstorming sessions, or partnerships with diverse creatives.

Real-Life Example: Bozoma Saint John’s work on Apple Music’s rebranding was deeply influenced by her understanding of diverse cultures and audiences. In your creative environment, strive to bring in a wide range of perspectives to enrich your work and ensure it resonates with diverse audiences.

8. Use AI to Enhance, Not Replace Creativity: John Hegarty’s Human Touch

Sir John Hegarty, one of the founders of Bartle Bogle Hegarty (BBH) and the creative mind behind campaigns like Levi’s “Launderette,” has always championed the importance of the human touch in advertising. Hegarty believes that creativity is inherently human and that technology should be used to enhance, not replace, this creativity. “Technology is the great enabler,” he said, “but it’s creativity that gives it life.” In the age of AI, this balance is more important than ever.

Esoteric Insight: The ancients believed in the power of the creative spirit—the divine spark within each of us that breathes life into our creations. AI may be a powerful tool, but it’s the human spirit that animates ideas and infuses them with soul.

Practical Tip: Leverage AI to handle the technical aspects of creativity—data analysis, trend prediction, and even idea generation—but keep the final creative decisions firmly in human hands. Use AI as a tool to enhance your team’s work, freeing them up to focus on the aspects of creativity that require intuition, emotion, and a human touch.

Real-Life Example: BBH’s work with Levi’s showcased the perfect blend of technology and creativity, where the human touch made the difference. Explore more about how technology and creativity were balanced in BBH’s Levi’s campaign.

Blazing a Trail in the AI Frontier: Building a Creative Legacy

Creating an environment where creativity thrives in the era of AI requires a delicate balance of tradition and innovation. By embracing the timeless wisdom of creative legends like Paul Arden, Dan Wieden, and David Ogilvy, blending it with the transformative power of AI, and infusing it with a touch of the mystical, today’s creative directors can lead their teams to new heights.

It’s about creating a space where ideas can be explored freely, where risk-taking is encouraged, and where the human touch remains at the heart of every decision.

So, as you steer your creative team through the uncharted territories of the digital frontier, remember to hold onto these principles. Use AI to enhance your creative process, but never forget the importance of play, risk, collaboration, reflection, and the esoteric wisdom that has guided creators for centuries. In doing so, you’ll not only create a thriving creative environment—you’ll build a legacy of innovation and excellence that will stand the test of time.