Sensuality is something I can never teach

Most agency bosses like to play Creative Director, Copywriter or Art Director. For me it's the other way around. I am a qualified art director first and made my name as a copywriter over a quarter of a century. So I happen to own the company and I'm doing what I like to do best - get my hands dirty in the creative and production processes. When I choose a young talent to join my creative team, I look for ATTITUDE first and foremost because I have a wealth of experience to pass on to the right people. Not just the theory but stuff they never taught at college. Beyond that, there are stuff I can never teach. Such as: how to read body langauge, how to be street smart, or how to want something bad enough.