The Modern Creative Director (Survey Results, Part 2 - Primary responsibility?)

When commercial photography took hold in the later century, many in the painting industry reacted negatively to this revolution in Art. Yet, other painters saw photography as new freedom for painters—a release from the strict bonds of realism. 

As technology has unfolded—changing media, changing consumer behavior, changing agency operations—we must confront established definitions around job descriptions. This next question is inspired by an old HR form I discovered during a bit of housekeeping. HR wanted to know, if the CFO's primary responsibility is to keep the firm solvent and profitable, how should the corporation officially determine (and potentially measure or analyze) the "primary responsibility" of a Creative Director? My response 15 years ago was, "lead clients and the creative department towards relevant and effective 'big ideas.'" 

Today?

QUESTION #2:  The primary responsibility of an advertising and marketing Creative Director in 2010 is leading clients towards "big ideas." (Yes or No?)

70% said "Yes" to the statement; while 30% said "No." I didn't solicit comments to this question. I suspect the debate here is how respondents define "big ideas." It could go both ways. If your definition sits outside of function, utility and technology then a "Yes" affirms a traditional approach. But if you define big ideas to include work like Nike+ then you're just as likely to say "Yes" to affirm a perspective inclusive of digital.

So the really interesting point here is what do respondents mean by saying, "The primary responsibility of modern CDs is NOT about leading clients towards 'big ideas.' (e.g. the CD's primary responsibility is something else.)" We'll get to some potential answers in the next few questions. But for now, I suspect a "No" to this question begs a desire for broader definitions and a turn away from traditional terms. 

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(I will admit to not being a professional pollster. Only 72 individuals responded to my survey in roughly 72 hours. I used email and Twitter to connect with current CDs, ECDs, CCOs, media planners, account executives, art directors, designers—and even a few client marketers. The process was anonymous, via Survey Monkey. So, perhaps these results are merely the result of 72 monkeys. I can't say for sure.

This is part two of six questions in the survey. Here's a link to the first question.)