Rob Schwartz, CEO of TBWA\Chiat\Day New York, discusses his career journey from CCO to CEO, the significance of feedback in the advertising industry, the proud story of the Pepsi Refresh Project, transitioning from artist to executive, the importance of technical setup and connectivity, and improving agency culture and shifting mindsets.
Learning from talented colleagues and observing successful creative directors can help develop humility and recognize good ideas.
Constructive criticism and a balanced feedback culture are essential for growth and improvement in the advertising industry.
Transitioning from a creative director to CEO requires new skills like finance management and a focus on leadership and creating a harmonious work culture.
Deep dives
The Importance of Learning from Early Career Experiences
Rob Schwartz discusses how his early career experiences at Shiot L.A. helped shape his later success. He emphasizes the value of learning from talented colleagues and observing successful creative directors. Through these experiences, he gained humility, learned to recognize good ideas, and developed key skills for becoming a creative director.
The Evolution of Feedback in the Advertising Industry
Schwartz reflects on the changes in feedback culture in the industry and recalls the critique sessions in his early career. He highlights the importance of constructive criticism and the need for a balance between positive and negative feedback. He also emphasizes the value of a feedback sandwich approach, starting with what's working before addressing areas for improvement.
Lessons Learned from Lee Cloud and Handling Feedback
Schwartz shares lessons learned from working with Lee Cloud, a mentor figure in his career. He discusses the importance of providing constructive feedback and recalls how Lee Cloud's approach to critique created a healthy learning environment. Schwartz emphasizes the value of leaving something positive on the wall when providing feedback and the importance of guiding creatives towards improvement.
The Journey from CCO to CEO and the Transition Challenges
Schwartz reflects on his transition from Chief Creative Officer to CEO and the unique challenges that come with that transition. He discusses the shift from focusing solely on creative work to overseeing the entire agency and the need for new skills such as finance management. Schwartz shares insights on how the role of a CEO is about being a leader, guiding the agency, and creating a harmonious work culture.
The Importance of Work-Life Integration and Lifelong Learning
Schwartz emphasizes the need for work-life integration rather than work-life balance, acknowledging that advertising is a profession people love and should be integrated into their lives. He shares his own journey of continuous learning and the importance of staying curious. Schwartz highlights the value of exploring diverse topics, reading outside of the industry, and bringing new ideas into the agency.
Building and Maintaining a Positive Agency Culture
Schwartz discusses the key elements of building and maintaining a positive agency culture. He emphasizes the importance of focusing on the greater good and the clients' needs. Schwartz also shares insights on the need for a collaborative and supportive environment, where people work together towards a common goal. He emphasizes the significance of shared values, empowering the creative department, and fostering a sense of teamwork.
Rob Schwartz is CEO of TBWA\Chiat\Day New York. After ten years as CCO of Chiat LA and two more as Global Creative President, in 2015 Rob joined Chiat New York, where he made the uncommon transition from CCO to CEO. During that time, the New York office has enjoyed explosive growth, more than doubling in size. And helping TBWA earn Adweek’s Global Agency of the Year, and Fast Company’s “Most Innovative Companies.” Throughout his career, Rob has spearheaded work for blue-chip brands including Nissan, McDonald's, Pepsi, and Visa. Along the way he has won nearly every advertising award including Grand Effies, Cannes Lions, and One Show Pencils. Rob was recognized as ThinkLA's "Leader of the Year." And is considered one of Adweek's "25 Voices to Follow in Social Media." The story of his Chiat New York turnaround is a case study taught by Harvard Business School professors. He hosts the Disruptor Series podcast, featuring some of culture’s most prominent content makers and titans of industry.
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