Exploring Creative Leadership: A Job Shadowing Experience with a Creative Director of Ogilvy Greece
29.06.2024 — By ADVANCED
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As the final team project for the Leadership and EQ lab of ADandPR Lab led by Ms. Iordanoglou, we had the unique opportunity to become the “shadow” of a leader in his workplace, closely observing his day-to-day responsibilities. It was truly an overwhelming experience for all of us as we had the chance to explore the intricacies of creative leadership up close. Our project, “Exploring Creative Leadership: A Job Shadowing Experience with a Creative Director of Ogilvy Greece,” allowed us to gain profound insights into the role of Michalis Asikopoulos, Creative Director at Ogilvy Greece.
Diving into Creative leadership
In the dynamic and ever-evolving world of advertising, the role of a Creative Director is both intricate and pivotal. Our team had the privilege of shadowing Michalis Asikopoulos, a Creative Director at Ogilvy Greece, to gain a first-hand understanding of the complexities and demands of creative leadership. This immersive experience revealed the daily responsibilities, strategic decision-making processes, and the essential skills required for success in this challenging role.
Daily Operations: A Glimpse into the Life of a Creative Director
A typical day for Michalis Asikopoulos begins at 10:00 AM. He starts by setting up his equipment and preparing for the day’s activities. His schedule is meticulously planned, balancing creative development and managerial duties. From 11:00 AM, he dives into presentations and discussions with clients and team members, reviewing ongoing projects and brainstorming new ideas. His approach to leadership is hands-on and collaborative, fostering an environment where creativity thrives.
Michalis shared that his journey into advertising was serendipitous. “I’m happy with my career choice in advertising. It happened entirely by chance. A friend who worked in advertising saw certain qualities in me and suggested I try it. I started as a copywriter and loved it so much that I abandoned my studies in International Relations and moved to Athens, where the industry is booming.”
Motivations and Challenges: The Drive Behind the Role
When asked what motivates him in his career, Michalis emphasized the blend of creativity and commerce. “What motivates me is that, although it’s an office job, it has a creative aspect. For people like me, who can’t play guitar, paint, or engage in traditional arts, it brings out a creative nature while remaining a commercial job. Communicating with the outside world, even within advertising frameworks, externalizes something artistic. It breaks away from the typical 9-to-5 and connects you with your creative side.”
Michalis’s first taste of leadership came when he was promoted to Associate Creative Director, a step below the Creative Director. “It wasn’t a huge responsibility, more of an opportunity. When I became a Director, I realized the weight of responsibility towards my team and the company.” He admitted that personal ambition played a significant role in his drive to attain leadership positions. “Yes, I wanted it. It’s a natural progression. I aimed to advance in this career because I loved it and made personal sacrifices for it.”
Nurturing Leadership: Training and Emotional Intelligence
Ogilvy Greece supports its leaders with ongoing training. “We have online trainings, seminars for Directors, and daily interactions with our own Directors. These meetings are incredibly useful for exchanging ideas and receiving guidance on how to manage things better,” Michalis explained. This continuous learning culture ensures that leaders are well-equipped to handle their roles effectively.
Managing a team presents both rewarding and challenging aspects. “There are very positive elements and some that are just new and need to be managed. Interaction with people isn’t static; it comes in waves. I’m still a relatively new Director, only three years in this position. But for my team, the title hasn’t changed how we work together. We operate as equals, fostering a collaborative environment.”
Michalis highlighted the importance of Emotional Intelligence (EQ) in leadership. “It’s incredibly important. This job inherently involves a lot of insecurity because you’re constantly being judged. When your ideas are rejected, it feels personal. Over time, you learn to detach a bit and move on to the next idea faster. But for team members, this constant scrutiny can be emotionally taxing. Having empathy and being able to support them emotionally is crucial.”
Generational Differences in Leadership Styles
Michalis has observed differences between Millennials and Gen Z in the workplace. “Gen Z is much more defensive about rejection and more confident in their ideas. They are also more vocal about their disagreements. Millennials are more receptive to authority but might internally struggle with criticism. Gen Z is more assertive about practical issues like hybrid work and career progression. It’s definitely a different approach to management.”
Balancing Creativity and Administration
Despite the administrative demands of his role, Michalis remains passionate about the creative aspects. “Even though you might expect fewer responsibilities and day-to-day demands as a Director, in a large company like ours, a lot falls on you. I enjoy not only the creative work but also engaging with clients, handling administrative tasks, and contributing to the company’s operations. It’s all part of serving the same goal.”
Looking Ahead: The Future of Advertising and Personal Growth
Michalis is optimistic about the future of advertising, particularly with the rise of AI. “AI plays a huge role, and we’re fortunate to be closely involved with it. We need to adapt, not just us but our clients too. Many think successful ads are created with the push of a button, but that’s far from reality. The industry will evolve, and we’ll continue to be early adopters of new trends.”
On a personal level, Michalis takes a natural approach to career progression. “All my positions have come as a natural result of my work. If my work continues to be appreciated and effective, I’m open to any future roles. It’s not about targeting the next position but about contributing meaningfully.”
A Personal Tip for Aspiring Creatives
Michalis shared valuable advice for those aspiring to enter the advertising field. “Something that has stuck with me is that ‘the simpler your message, the better.’ Simplicity is crucial in a complex environment. It’s also a luxury to have a voice in this industry, something many jobs don’t offer. So, it’s important to value it and make it count.”
Our shadowing experience with Michalis Asikopoulos was enlightening, providing a rich understanding of creative leadership in advertising. His insights and the dynamic environment at Ogilvy Greece have inspired us to embrace creativity, empathy, and continuous learning in our future careers.
We would like to sincerely express our gratitude to Michael Asikopoulos and to our professor Ms. Dimitra Iordanoglou
Our team ADVANCED: Palmyra Giannakidi, Dionysia Lampropoulou, Yiorgos Patikopoulos, Gregoris Sarakis.
