The perfect modern creative is a woman.

Because we have enough men, and men like it the way it is right now.

She will seek change.

And her finest qualities will be frustration and discontent.

The perfect creative presumes that the people around her are talented and want to contribute. And accepts that without meaning to, the company, the process and even she is stifling the work and its ability to be brilliant in some way.

She won’t have come from a school that teaches advertising, and she certainly won’t understand why we structure companies like we do.

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