Creative directors are a rare breed in the jungle of advertising. They are leaders, mentors, feedback-givers, brainstorm enablers, idea saviours, and sometimes, chaos agents - all rolled into one caffeine-fuelled package. Each one comes with a distinct personality, style, and vibe that subtly (or not so subtly) influences the teams they lead and the campaigns they craft.

Here’s a light-hearted look at some of the different species you’ll likely run into - and maybe, just maybe, recognise yourself or your boss along the way.

Any resemblance to creative directors you know (including me) is purely coincidental.

Kuch masti karte hain CD

Enjoys the process more than the idea itself. Loves to have fun and thrives in brainstorming sessions. The vibe matters as much as the deck.

Feedback ke saath idea free CD

Gives more feedback than the original brief. Often casually drops three or four fantastic ideas. Says with complete humility, “Sirf example hai yaar. Isko explore kar. See if you guys like it.”

End-moment bomber CD

Arrives half an hour before the presentation and drops bombs — usually with one killer statement. Shoots a look at the senior-most person in the room, sits at the chair where the campaign is being executed, changes the font, leaves midway for a call… and comes back saying, “Guys, you can do a lot better.”

Ideas latte raho CD

Loves meeting the team in cafés. Sometimes even after everyone has reached the office. Ends up discussing the latest Insta trend more than the brief. Chats with a cute toddler at the next table. Leaves the team with a one-liner idea, a reel reference, and a bill to split.

The old-school CD

Gets nostalgic. Talks about the time they wrote 50 headlines and 25 drafts of body copy before the boss approved anything. Reviews the work, types some killer lines on the art director’s machine turns to the copywriter and says, “Iska body copy likh de.”

Fashionista CD

Struts into brainstorms like it’s Paris Fashion Week. Spots a bad font like it’s a fake Balenciaga. Has an eye for colour palettes - in both clothes and campaigns. Gets the client chatting about sneakers and slides the idea through in one go.

Living-out-of-a-suitcase CD

Overworked. Always on the move. Master of all things film. Complains about constant travel but secretly loves the air miles. Joins Google Meets across time zones, often from airport lounges.

Highs, lows and hailstorms CD

There’s no middle ground with this one. Your idea is either “mind-blowingly genius” or “utter garbage.” You’re either “the future of advertising” or “why this industry is doomed.” Can make you want to hug them one day and hide from them the next. But when they say “This is f***ing great,” you know they mean it.

The jugaad Genius CD

No budget? No problem. Knows the exact galli in Chor Bazaar to find a vintage radio. Will hit up a back alley workshop to get the texture right. Will spend Sunday morning at a screen printer’s shop, no questions asked. Execution = everything.

CD with a soundtrack

Every meeting has a pitch, a plan… and a performance. This CD bursts into song like it’s a Karan Johar film. One second they’re reviewing layouts, the next they’re singing AR Rahman with a full feel. Clients don’t know whether to take notes or clap. But somehow, the work (and the room) gets better.

To all the creative directors I’ve been lucky to work with, observe, and learn from - without your quirks, chaos, and brilliance, advertising would be just another job.

The author is senior creative director, Rediffusion