There are two types of ad creatives, according to Mike Monello, Partner and Chief Creative Officer at Campfire: Those who focus on the process of creating the work, and those who focus on the impact that their work has on audiences. According to Monello, the latter is right and destined to succeed, while the former is wrong and doomed to fail. (We imagine that a dually focused creative would be ideal, but we don’t run an ad shop.) By the same token, Monello says the notion of creatives as filmmakers is all wrong. Rather, the successful creative approaches his or her work like an architect -- creating things that will be used and “lived in,” Monello adds.