In Little Black Book's Creativity Squared series, Christine Gratton, Executive Creative Director at BarkleyOKRP in New York, discusses her creative leadership and process. Drawing on her background in journalism, English, and early social media advertising—as well as a wide-ranging media diet spanning pop culture and high art—Gratton views creativity through a lens of optimism, levity, and collaboration. She evaluates work based on its ability to evoke productive discomfort, remain simple and authentic to the brand, and excite the team creating it. Emphasizing a "yes, and" mindset and agile execution, Gratton advocates for adaptable ideas that can navigate shifting budgets and agency landscapes.

Read the full interview on Little Black Book.