Paul Bothof new creative director ZUID Creatives

What does a creative director do?

“As creative director, together with my team, I look for creative answers to clients' communication challenges and issues. What do they stand for and what do they go for? What does that look like? In my role at ZUID, I am ultimately responsible for clear creative directions in which we make an impact based on clear brand strategies.”

What is the way to a role as creative director at ZUID?

“Like many creatives, I got into the business as a hobby. The positive reactions prompted me to apply to an advertising agency. With my ambition to develop myself as widely as possible, I have walked the entire ladder through various agencies in my home port of Rotterdam.”

“If you have come the necessary steps in this world, you usually roll into management roles or — in my case — your own company. As an entrepreneur, however, I started doing more and more non-creative tasks. After 10 years, it was time for me to listen to what I really like and am probably the best at. That's working with creative people to develop beautiful solutions that make customers happy.”

Why choose ZUID Creatives?

“Before ZUID or any other party was in the picture, I had outlined for myself a profile of the company that suits me best. An important condition was that it had to be a medium-sized company with a nice balance between young people and seniority with young minds.”

“In addition, it had to be a place where there is a concrete, strong growth ambition that can still be built. After an informal conversation with ZUID's strategy director, who I know from a previous collaboration, it became clear to me that ZUID was shortlisted. In the end, I fell for the entrepreneurial spirit that is very much embraced here. From the attitude that you can reason everything to pieces beforehand, but just go ahead and do it. Nice Rotterdam, too.”

Which of Paul's creative fingerprints are we going to see again anyway?

“My approach is that we are always in the creative process together to deliver clear brand messages that are engaging and understandable. That's where the customer's expectations lie, that's our job.”

“It's already typical SOUTH to get into the customer's DNA. Not only to understand what they do, but above all why. As a creative, you can come up with messages that advertisers love but don't match the brand. Then you have nothing at all. Finding that compromise and helping my team make creative choices that benefit us and our customers is a great part of my role.”

“What also makes my profession great is that style trends and technical developments enrich our work enormously. Currently, AI is the buzzword that is stirring our world. Applications such as ChatGPT and Midjourney are new areas for everyone, which ZUID conquers with a healthy combination of curiosity and a critical eye. My experience so far is that AI has the potential to make a positive revolution in our daily work and for our customers. There is much to say about how ZUID faces the future with an open mind. You will definitely see my findings on this channel again.”

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