What They Don’t Tell You About Being a… Creative Lead

What They Don’t Tell You About Being a… Creative Lead

Miranda Parkinson

December 1, 2022

Q: Don’t be shy, introduce yourself.

A: Heyy, I’m Tia-Ama (better known as T) and I’m the Creative Lead at Vyde. 

Creative Lead you say…what do you actually do?

I head up our talented creative team at Vyde Studio – yup, the masterminds behind the conversational creatives sustaining your _Active Attention, and keeping you engaged with the brands you know and love.

Best bit of your job?

Hands down, getting to work with – and be inspired by – creative minds everyday. That includes everyone in the office, not just the studio team! If you work in a creative field you’ll understand the thrill of watching a concept you collaborated on come to life.

Okay – what’s a part of your job that could suddenly vanish and you wouldn’t cry about it? 

The classic ‘we have a new campaign for you…they want to go live in three days’ but hey, who doesn’t like a bit of pressure every now and again. It keeps me young. 

What’s a fact about media/advertising that everyone should know?

The average consumer attention span is around 8 seconds, so you gotta make it count!

What’s your favorite thing about working at Vyde? (And no, you can’t say the coffee machine).

The people. I’ve been at Vyde for three years now and I’m still as excited to come into the office as the first day I walked through the door. It’s not something I take for granted.

Time for a quickfire round: go-to-afternoon snack?

Aminat’s (Client Strategy Executive) got me hooked on the dried mango, I’ll fight for the last bite of the bag…

Loudest person in the office?

*People. The dynamic duo of Sellars (VP of Revenue) and Soph (Account Director) – you can’t get a word in edgeways.

Cake Wednesdays or Drinks Thursdays?

Cake Wednesdays, for sure.

And, finally, what don’t they tell you about being a Creative Lead?

It’s not just about having a creative streak (a hard truth for my fellow right-brainers, I know). You’ve got to be data driven, organised and have the ability to listen to – and learn from – your team to get the best results. It all goes hand in hand.

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