By Gordon Beattie

The current trend for PR agencies is to recruit creative directors, the titans of adland.

At Beattie, the integrated communications agency, we’re going in the opposite direction and axing creative director posts.

We’ve always prided ourselves in being a wonderfully inventive agency but our yearning to be even more innovative resulted in us employing the services of three Cannes Lions winning creative directors.

Did they make us more creative?

The answer is no.

In fact, we became less imaginative because our PR prodigies, digital dynamos, social scholars, content conjurers and data doyens felt they should leave creative decision making to “the professionals”.

We’ve now gone back to basics and re-empowered everyone in the agency to be faithful to their own creative genius and, I’m delighted to say, big ideas are once again flowing like champagne from a Methuselah. 

Drop me an email if you’d like some sparkling ideas to add cork-popping fizz to your campaigns!