One of the jobs of a Creative Director is to direct not just the work, but the brand of the agency itself. When I arrived at Moses, it was mired in the past. Weaker, less-experienced agencies were winning business that they should have been winning, and the building itself needed new energy. I got busy and while improving the creative output of the current clients, I put a plan in place to overhaul the entire agency. Nothing was sacred. 

Just like nation-building, agency-building isn't something one should do for someone else, but I was passionate about the place having worked there earlier in my career too. I wanted it to improve and believed the best days were ahead. Ultimately, I was fired the day we finished. Good times. (The materials are being used currently, going on five years later, which says something.)