RT Journal Article SR Electronic T1 The Fire Starter and the Brand Steward JF Journal of Advertising Research JO J Advert Res FD WARC SP 339 OP 353 DO 10.2501/JAR-53-3-339-353 VO 53 IS 3 A1 Karen L. Mallia A1 Kasey Windels A1 Sheri J. Broyles YR 2013 UL http://www.journalofadvertisingresearch.com/content/53/3/339.abstract AB This article seeks to uncover the complexities of the creative director's leadership role in advertising agencies. The authors based their work on data received from six agencies and 43 interviews conducted at those participating agencies. Findings suggest successful creative directors combine expertise in creativity, strategy, and interpersonal communication to motivate and mentor co-workers, oversee brand identities, serve as liaisons between creative people and other agency departments and clients, and shape the creative vision of the agency.