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We ask today’s creative leaders to identify the attributes that will help the next wave to succeed… and they may not be what you expected.
It’s never too early in your career to think about aspiring to leadership. That doesn’t necessarily mean leaving your job and setting up your own agency right away. But if you like the sound of doing that in future, there’s no time like the present to start developing the skills and attributes that will help you on that mission.
But what are those skills and attributes, exactly? Turns out, they’re not the same as they once might have been.
Consider: the creative industry stands at an inflexion point. As AI democratises content creation and automation accelerates execution, the fundamental question facing creative professionals has shifted from “Can you make it?” to “Should it be made at all?”
With that in mind, we asked leading creatives across disciplines what skills will define the most successful practitioners in the next five years. Their answers reveal a profession evolving beyond craft into something more nuanced: part strategist, part curator, part change agent.
1. Strategic thinking
The first thing to recognise is that the days of purely aesthetic decision-making are ending. Today’s most successful creatives are already thinking upstream: connecting the dots between brand strategy and consumer behaviour, between business objectives and cultural moments. And this shift is only likely to accelerate in the era of AI.
“The next era of creative success will be defined by those who think strategically and adapt fearlessly,” believes Kiser Barnes, partner and CCO at Red Antler. “As execution becomes faster, cheaper and increasingly automated, the real differentiator will be your ability to think upstream: to understand a client’s business, see around corners and develop ideas that solve real problems, not just look nice on a slide.”
Simon Manchipp, founding partner at SomeOne, puts it more bluntly. “Pretty is easy. Purpose is harder. Can you connect the dots? Spot the problem behind the brief? Help a brand matter more?”
This strategic orientation is becoming essential across all creative disciplines, from design to advertising to product development. As Alex Rexworthy, co-founder and design director at Outlaw, observes: “Designers and clients are becoming more strategic. It’s no longer just about what looks good on the shelf; it’s about aligning with the strategic vision for commercial growth and finding ways to stand out from the competition… while still looking great on the shelf.”
2. Adaptability
The pace of change in creative tools and platforms shows no signs of slowing; from AI images to VR experiences, new technologies are emerging monthly, not yearly. And those who embrace this constant evolution rather than resist it will be the ones who will thrive.
“The industry has changed so radically in the last couple of years I’m reluctant to predict what will come next,” reflects creative director at Charlie Bowden. “So being adaptable and open will stand you in the best stead to take on whatever comes our way.”
Simon reinforces this point with characteristic directness. “Flexibility isn’t a soft skill anymore; it’s survival,” he states. The brief will change, the tech will change, the client will panic, and you? You’ll pivot.”
Matthew Schneider, director of product marketing at LucidLink, adds that adaptability isn’t just something you practise passively. “To tinker is divine!” he stresses. “Tinkering is one of the best ways to use your time as it ensures your brain stays malleable and helps your ability to stray out of your comfort zone and stay creative.”
3. Taste
As AI makes content creation increasingly accessible, the ability to discern what’s worth creating becomes paramount. This isn’t just about aesthetic judgement; it’s about cultural literacy, strategic insight and the confidence to make bold editorial decisions.
“I believe that taste, curation and idea generation will become the key skills in the next five years,” argues Barrington Reeves, creative director at Too Gallus. “Creation, in general, will be democratised, as people are able to quickly generate any creative discipline based on other people’s work. But those who can originate ideas will always stand above the rest.” Cat How, founder and executive creative director at How Studio, distils this to its essence: “Taste, an opinion, and the ability to curate.”
Simon frames this in terms of scarcity. “AI can generate. Mid-managers can regurgitate. But taste? Human. Sharp. Rare. It’s knowing what to keep, kill, or push. Develop yours ruthlessly.”
And Tom Munckton, executive creative director at Fold7 Design, sees this as a fundamental shift in the creative’s role. “Our future careers will see us less the ‘artist’ and more the ‘curator’,” he predicts. “As long as we’re still in pursuit of solving client problems with creativity, it’s only the quality of critical thinking that will matter most.”
4. Vision
As tools become more powerful and processes more automated, the value of humans will lie increasingly in vision, direction, and the ability to navigate complex stakeholder dynamics.
Ashleigh Hansberger, co-founder and chief operating officer at Motto, articulates this evolution. “Raw talent will get you noticed. However, what will define the next generation of creative leaders is the ability to translate vision into traction. Fast, clear, and across disciplines.
“The most successful creatives will combine strategic acumen with emotional depth,” she continues. “They’ll be systems thinkers who understand how creativity drives business value and are emotionally intelligent enough to navigate complexity with empathy and precision. They won’t just generate ideas; they’ll lead them through ambiguity, conflict, and execution.
“They’ll know how to shift the energy in a room, make the right call when it counts, and bring others along with clarity and conviction. In short, they’ll act less like executors and more like force multipliers.”
5. Emotional intelligence
Technical skills can be learned and automated. But human skills—empathy, communication, the ability to read a room and adjust accordingly—remain uniquely human advantages.
That’s why Charlie emphasises “Emotional intelligence and self-awareness from a personal perspective” as a key trait for future leaders. Simon agrees, talking up “EQ over IQ”. He adds, “The best creatives know when to push, when to listen, when to shut up. Collaboration is a dance. Learn the rhythm.”
Joachim Froment, founder and head of design at Futurewave, sees this as part of a broader skill set. “Critical thinking, great sense of emotional intelligence, while mastering traditional and latest technologies.”
6. Courage
Perhaps most importantly, the next generation of creative leaders will need the courage to push back against safe, data-driven mediocrity. This requires both confidence in one’s creative judgement and the communication skills to advocate for bold ideas.
Paul Leon, creative director at U037, issues a rallying cry. “Dare to be different. We’ve been living through a time of greater corporatisation, where everything is being done to fit a certain preconceived notion of what will make money. Often following data… and following generally doesn’t make anyone a standout.
“We need to question this orthodoxy, question the data, question the motive and question the brief and the client’s motives,” he adds. “We need to challenge the status quo, challenge everything, challenge the limits and push for different. Be braver.”
Simon echoes this sentiment: “Don’t wait to be told. Start things. Lead projects. Take the blame. Share the credit. The best creatives? They act like founders, not freelancers.”
7. Authenticity
Amidst all this talk of strategy and leadership, Matthew offers a crucial reminder about maintaining creative authenticity. “Find ways to bring analogue things back into your life,” he recommends. “If you’re a young creative, your entire life will be shaped by digital devices, so be sure to carve out space for analogue things. Read a book, a printed one; draw, paint, and build things with your hands. These are the things that will keep creativity alive.”
He also emphasises a timeless truth: “Like any profession, loving what you do is always the best fuel to keep doing it.”
A new paradigm
What emerges from these insights is a picture of creative leaders who are part consultant, part artist, part entrepreneur. They combine deep strategic thinking with emotional intelligence, tasteful curation with fearless experimentation, and collaborative skills with individual conviction.
“The creatives who succeed won’t just keep pace,” says Kiser. “They’ll move ahead of the curve, constantly learning, testing, evolving. The ones who can marry strategic insight with creative agility? They’ll be the ones leading the next wave of innovation.”
Simon offers the final word on what this means in practical terms. “Not tools. Not titles. Not trophies. Traits. That’s the real currency now. The tools will keep changing. The traits? They’ll make you unstoppable.”
The creative industry is entering an era where technical skills are increasingly commoditised: boo! But human judgement, strategic thinking and creative leadership have become more valuable than ever: hooray! Those who develop these traits—who can think strategically, adapt constantly, curate wisely, and lead effectively—will define the next chapter of creative excellence.
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