What I Learned This Year: Pete Favat

We asked the most respected creative visionaries in Boston to create a piece, entitled "What I Learned This Year."

Here's what Pete Favat, Chief Creative Officer of Arnold Worldwide's Boston office had to say.

This year I learned how to re-learn.

Let me explain.

Throughout my career I spent a majority of my time learning how to do what we do.

And most importantly, doing it well. Learning how to get to great insights, learning how to create a strong brand, as well as learning how to launch a new brand, I had to learn all the disciplines that go into creative execution, how to manage a creative department and shape a culture for a company.

Needless to say, it was a lot to learn. I think I have done pretty well.

But today, I feel it is all changing. The way we get to insights, the way we create brand image and brand messages. The way we execute creatively. All changed. Layer on top of that new technology and the channels that seem to be springing up every day requires a lot of learning.

We are moving faster, we are more responsible, we are held more accountable and the way we design conversations is a huge shift in thinking.

Our basic goal hasn't changed, but the way we get to it and how things are executed has.

It’s kind of like once you think you have it all figured out, you don’t.

Some may see it as a royal pain in the ass. It may make life seem more difficult.
Maybe that's true.

The way I look at it, re-learning this industry is far more challenging and therefore more exciting.

When I was young, I used to think someone who worked in a business for 25 years (me at this moment) must know everything there is to know about what they do and how they do it. How cool.

But now I am re-learning that thought too. If you think you know everything there is to know? How boring.

Peace,

Pete