In this article, Fellow of CIM, Seye Oloruntoba, discusses how to thrive as a creative professional in the marketing industry, explaining the importance of nurturing your creative spark, taking breaks and aligning your career with your personal purpose. AI and technology are rapidly changing the marketing profession, so it is more important than ever to cultivate your creativity. 

Welcome to a new era, where the boundaries of marketing, communication, and creative work are continually being pushed. Professionals in creative roles face unique challenges, which, if you think about it, are really opportunities. It’s summed up in one word: change. Okay, that’s not a new challenge, but when combined with the gift of technology advancing in leaps and bounds, it adds a new dimension. New tools (yes, AI) have fuelled rapid changes, new audiences and triggered new buying behaviours that constantly put us at the edge of unending creation, which is exciting and demanding. But creativity is one of the key things that separates marketers from machines; it’s becoming increasingly important to differentiate our content, and that human marketing is something that needs to be prioritised. 

To thrive, you need to keep your creative juices alive, rise to the occasion, and stay grounded in a life you truly enjoy. You must be open to growth, not just in technical skills, but in how you think, collaborate, and lead. Drawing on insights from my own journey, let’s explore how you can not only survive but also truly thrive as a person in a creative profession that exists in a rapidly changing world.

Cultivate your creative identity

One of the first steps to thriving is recognising that creativity isn’t only about producing creative work, it’s about being creative: embracing curiosity, experimentation and self-expression. Rather than just seeing creative work as a task, view it as a part of your professional and personal identity. When you make creativity part of who you are (not just what you do), you build resilience against external pressures, shifting priorities and creative fatigue. As a creative professional, you will need to build a sense of comfort with not always having all the answers. Anchor in the present moment to stabilise change and uncertainty. Rather than waiting for full clarity, you start with what you know, test early, learn fast, and iterate. Embrace feedback loops. Use curiosity to probe what the brief really wants. And know that uncertainty is not your enemy, it’s part of the creative vocation.

Build a sustainable routine

Creativity thrives when it’s supported by structure rather than being left to whim. Build consistent rituals that support your curious self, whether that’s a morning walk to reset your mind or deliberately scheduling “white space” in your calendar; give yourself some breathing room. Stop, reflect, and allow your mind to wander, while respecting the timelines and commitments you have. I have to say white spaces are a favourite of mine. If you go back-to-back in meetings, you won't have the time to pause and reflect. Our highly connected world allows us to join meetings from anywhere in the world and at any time, so if you don’t set boundaries for when you disengage to recharge, there is a tendency to be in meetings all day. Set aside time to work, think, learn, connect and experiment.  A routine helps keep you disciplined and mentally agile.

Balance collaboration and personal voice

Creative professionals often operate in teams, whether with other designers, copywriters, product teams, or clients. Collaboration and integration are the name of the game; however, it's crucial that you also bring your personal voice and perspective into the mix. Thriving means navigating that tension: the ability to collaborate, incorporate feedback, meet stakeholder needs, all while maintaining and preserving the integrity of your creative voice. You are the protector of your creative spark. You need to nurture, protect and grow your thoughts and engage with others to bring them to life. Ideas you incubate grow, so protect your thoughts as you navigate others' scepticism. Set boundaries by aligning on expectations, then go explore your ideas. 

Embrace wellness and creative breaks

No one flourishes in a state of burnout: fatigue dries up your ideas faster than water under a desert sun. Pay attention to your body's signals, both mental and physical, take a break when you start to feel your energy wane. Listen to your body and don’t ignore what its telling you. Find your own way to decompress and recharge your creativity.  A Saturday morning sleeping in, coffee on the patio, dancing at a concert, whatever gets you refuelled – stop, recharge, then get moving again. Your environment matters too, a seed can’t thrive in poor soil, nor can you, so don’t ignore workplace vibes or team energy.

Align with purpose and meaning

Fulfilment is often anchored in purpose – answering the question of why. Why do you want to do it, and what change do you enable? Purpose gives long-term staying power, at least for me. Ask yourself: what is the difference I want to make as a creative professional? What values am I bringing into my work? Who am I serving? When your everyday tasks align with that purpose, the mundane activities become part of something bigger. That alignment gives motivation, clarity, and satisfaction. Thriving means you don’t just push through, you pause, reflect, learn, and refine. Remember, contrary to popular belief, your professional life doesn’t have to be linear. You might switch between agency and in-house, pivot specialties, take sabbaticals, or shift into adjacent fields. It can be very refreshing to try something new, take risks, and own your career. Go to bed each night knowing you can answer your big why question.

Final thoughts

Think of yourself as a brand. You curate your reputation, your style, your story. You choose what to showcase, what to archive, what to say yes to, and importantly, what to say no to.  It’s essential to keep that creative spark alive. Stay curious and lean into routines that give you space to breathe. While you collaborate, let your creative voice come through, and align your actions with your big why – this is the secret to thriving as a creative professional.

If you want to nurture your creativity further, CIM have a range of courses designed to foster and build your career. If you want to learn more about boosting your personal impact and selling yourself, book your place on the CIM Personal Branding training course now.