Element Three

In the past, I worked as a Creative Director...the person who hires designers and other creative folk. What I learned in this role is that HOW a creative person works with others is just as important as WHAT their work looks and sounds like. Reviewing the portfolio is only half the battle. The more important area to review is chemistry. Is this a person with whom you'd like to spend time in meetings, working late, and being under stress? Can you trust this person to deliver the goods on time, as needed?

It's the same when you're thinking of hiring a creative resource company. Make sure the work is quality. Then make sure the people are quality, too. You'll change agencies less often, build a long term relationship – and get better brand communications.