But ... who does the work?

As I refine the idea of?Direkt,?which I'm calling "subscription-based Creative Direction," I’m constantly rethinking what it means to be a Creative Director (CD) in today’s world—especially when it comes to the difference between being a consultant and being on a retainer.

I’ve played both roles and let me tell you, the lines get blurry.

Every. Single. Time.

I've recently gotten some fantastic insight from other CDs and from companies that are hiring CDs. So here’s how I see it.

Creative Consultant: Telling vs. Doing

When a CD steps in as a consultant, their role is to guide. The CD helps company leaders see the big picture, outlining the steps needed to reach the desired goals. They provide strategic insights, creative direction, and much-needed outside perspective. However, it’s crucial to understand that the CD, as a consultant, isn’t there to execute the work—they’re not going to sit down and design the campaign or write the copy.

That’s on the company’s internal team.

This approach works best when a solid team is already in place and needs a fresh perspective or clear direction. The consultant helps map out the journey, but the company is the one driving the car. Often, the answers are already within the organization, and the team has the skills to pull it off, but things may have gotten a bit hazy along the way.

Flat-Out Retainer: Strategy and Execution

On the other hand, when a CD is on a monthly retainer, the relationship shifts. The CD is no longer just handing over a roadmap—they’re in the passenger seat, navigating and sometimes even taking the wheel. This is where the CD becomes more integrated and hands-on. They still provide high-level strategy, but they’re also involved in the execution. This might mean jumping into a project, tweaking designs, refining messaging, or overseeing the entire campaign from start to finish.

This setup is ideal for companies that need ongoing support, where the CD is a vital part of the team, balancing both strategic vision and day-to-day execution.

The Key Difference: Knowing What You Need

The critical factor for any company looking to bring in a CD, whether as a consultant or on a retainer, is knowing what you need. Do you have a creative team that’s just not clicking or could use a fresh set of eyes? In that case, a consultant might be the best fit—someone who can diagnose the issues and guide the team on how to fix them.

But if what you need is someone who’s not just telling you what to do but actually doing it—sketching out designs, refining concepts, writing copy—then a retainer might be the way to go. You’ll need a CD who’s embedded in your process, someone who’s not just an outside voice but an integral part of your team. You may even need a full-time CD.

Heck, I even know one.

... He's really cool.

... Lives in the Philippines.

As Direkt (as a concept) takes shape, understanding these distinctions is crucial for companies that are hiring and, frankly, for me.

The roles can get blurry, but knowing exactly what your organization needs will help you make the right choice—whether that’s a consultant to steer you in the right direction or a CD on retainer to help steer the ship.

Dave McVeigh is a seasoned Creative Director, Marketing VP, live-action director, and writer with a weirdly diverse portfolio that spans multiple industries. He is the founder of DMC, a creative studio based in Cebu, Philippines. He likes to write about the insane, no-traffic-lighted intersection of Creative Direction and Reality.

Check out DMC .