The advertising industry has long snuggled with its reputation for notoriety. Step back a few decades—say 40 or 50 years—and the most celebrated creative minds weren’t just known for their ideas. They were revered for their audacity. Their genius was magnetic, unpredictable, and often, unapologetically brash.
They could show up an hour late and still win the room, or insist on brainstorms over bottomless Margaritas. They could work out of a beach bed with sand between their toes, without raising eyebrows. They could extend timelines, refuse to work within budget, or even rewrite the brief.
We’re talking about a time when eccentricity and abrasiveness were seen as signs of genius. The most coveted creative personalities often displayed volatile behavior, and wore their ‘difficult genius’ tag as a badge of honor. They were risk takers and original, and they won their clients with the sheer force of their personality. So even if they’d throw tantrums or take the rebellious path – notwithstanding the client’s opinion, they were still winning gold at Cannes.
Cultural Shift: Evolution of the Creative Genius
But over the last few decades, the Indian business landscape has changed dramatically. As businesses grew and evolved, a lot of new processes were implemented – procurement teams, KPIs, and DEI policies, to name a few – that aimed to build structure, control, and efficiency within the company. These processes became natural repellents to mischief and bad behavior.
As brands went global, ad budgets became critical business investments rather than indulgent creative experiments, thereby marking a shift in priority – discipline over pure, unreliable genius. Collaboration, agility, and respect became hallmarks of a great creative partner, setting new rules for the ‘difficult but brilliant’ creative folk.
Not to mention, social media, that turned reputation into a live wire. Here, word traveled fast – and creativity could no longer come at the cost of correctness, for it was a global, permanent stage for one’s image. You just couldn’t be a jerk in an industry built on relationships. Anyone who has held their position as the creative lead through this transition, knows this.
Today’s Creative Leader: A Charming, Careful Genius.
With the status quo flipped, one thing was clear. Clients wanted creative partners, not hotheads living on a pedestal. It was a bold statement they made – “if you’re brilliant, you can get out of your beach bed and meet me at the business table.”
Which is why, you’ll find creative leaders today are a lot more empathetic, strategic, and collaborative in their approach. Their goal is still creative excellence, but their ways are different – they’re asking better questions, rather than shouting the answers, and diversity, inclusion, and mental health have become key pillars of their leadership.
They’re charming storytellers, with an instinctive flair for understanding what the client wants, needs, and values — like respect for timelines, sharp thinking, and better teamwork — over diva behavior. Many of them now even co-create with the client, meaning the age-old client vs. creative tension has been dragged to the guillotine.
Impact on Agency Culture
The ripple effect on agency culture has been profound.
In an era of democratized talent – freelancers, indie shops, AI tools – great ideas are no longer the currency of a few. Which means no single person or idea can hold the client hostage, and agency heads are now mindful about how their creative teams show up. Emotional intelligence is as important as creative intelligence, and no idea is bigger than respect. The one kicking chairs in a meeting is likely to be kicking his own.
Clients still want to be surprised, delighted, and moved—but not at the cost of professionalism. They want their creative partners to spark ideas, not tension. To collaborate, not condescend.
Brilliance still matters. Of course it does. But these days, it better come with a stable wifi connection and a calendar invite.
