Day in the Life: Tyler Dady, Associate Creative Director
Jun 30, 2016
“Being an associate creative director is a lot like a helicopter staying on top of traffic – you’re guiding and directing everyone so we can get where we’re going as fast as possible and in the best way possible.”
Tyler Dady, associate creative director at Centerline, knows what it takes to make sure things are running smoothly, whether he’s working with clients, or his own creative and accounts teams. We sat down with him in order to learn more about how the guy who scooters to and from meetings stays on top of everything.
“It boils down to communication and collaboration – collaborating with the creative teams, accounts and clients, and figuring out what’s best for everyone,” explains Dady.
Each associate creative director (ACD) executes projects in unique ways, and some of that has to do with their background, and what they were doing pre-Centerline.
“I was a broadcast producer previously. Being an ACD is similar in the way that I’m still working with people, communicating and collaborating; different because I dealt more with scopes and timelines of projects and now my role leads to more time focused on the creative.”
Dady gets his day started by checking in with his account and creative teams, helping everyone prioritize what is on deck for the day.
“In the morning I stop by all of the accounts teams and check on timelines and deadlines, figuring out what we are executing that day and what’s the highest priority from a creative level,” he says.
“My role is 30% client facing, 40% helping direct and guide the creatives and the remaining 30% is working with the account and client teams in order to understand what the client needs and how to translate that to our creatives.”
Communication and collaboration are essential to the ACD role, and it becomes clear that his average day consists of going back and forth between our team and the clients – and nailing down everything that needs to be done. So what does that process look like?
“Whenever it’s time to pitch an idea or to take feedback or collaborate with clients, I would be the main person on the phone call. I take the idea from the beginning conversations, work with my team and find a solid idea, put that into a concept and pitch it to the client – we get their feedback whether it’s them saying it’s great or needs to be reworked and then move to the execution phase from there.”
Handling communication between the clients and the internal Centerline team is a huge part of the job.
“Communication is so important because if we aren’t communicating, we don’t have a united front. For the client, or for Centerline. We need to be able to approach anyone at any time – to have an honest discussion,” Dady explains. “Good communication is whatever anyone makes of it – I prefer to scooter over to someone and ask directly.”
Even though a lot of the tasks Dady does regularly have to do with directing his respective teams, it’s important to acknowledge the creative aspect of his job as well.
“I’m always making sure every project I’m working on is relevant, excellent and getting the message across that the client wants to communicate – Centerliners produce quality content and want to be sure we’re putting our best work out there, but we also understand that the client always comes first,” he said. “The people I work with are incredible, and we have opportunities to make amazing and creative things together. That’s what I love about my job – the people make this place great.”
What else should you know about the life of an ACD?
“Sometimes time management can be an issue – saying ‘yes’ to taking on projects too often when I really need to say ‘no.’ It’s easy to want to work on as many great projects as possible, but in reality, you can burn yourself out if you can’t meaningfully delegate or say no every once in while.”
Overall, Dady’s message about being an associate creative director amounted to this:
“If you don’t lean on your team for help, you will fail. Know when to say no, but also be ready to say yes – and make it incredible. Lead by example, and be prepared to inspire.”
Sound interesting to you? Think you have what it takes? We’re looking for another ACD to join the team, check it out the job description here.