Been there done that

As a Creative Director I have a history of hiring people without category experience.

Yes it's obviously much less risky hiring someone who's worked on Ford or VW to come and work on a brand like Toyota.

But these type of people tend to bring their knowledge of what works with them.

And I don't want that.

I want people who do stuff without realising they can't.

Who break rules that aren't really rules anyway.

People who give it a go. No matter what.

Because that's how new ideas happen.

Not by choosing the proven.