Challenge and fulfillment can be motivation enough

David Bernstein questions the role of the creative director (DW 26 January). I feel the role of creative director is only partly to encourage and motivate staff, but is mainly about leadership and growing the business in general.

The effective creative director has to juggle financial performance with an open door policy, to be there for staff when needed.

For designers, being challenged and fulfilled is reason enough to get up in the morning, and our six-monthly appraisal system provides a mechanism to monitor performance, provide guidance and reward the grafters when we can. But rarely do I have to say, ‘Stupid boy’.

Tim Moat, Creative director, Geronimo Communications, Leeds LS14 1PQ