Episode Summary
What if the future of creativity doesn’t depend on better tools—but on better culture?

As AI automates process and scale becomes a commodity, Nicky Russell—Managing Partner at WDC and former COO at Anomaly—argues that creative operations must evolve. The job is no longer just delivery. The job is culture.

In this episode, Nicky shares how creative ops can move from service to strategy—becoming the clutch control between creative ambition and commercial objectives. We explore emotional intelligence, new KPIs, and why building the right environment matters more than ever in an age of automation.

Key Takeaways

• AI can scale output—but only humans can cultivate culture.
• Creative operations is no longer a service function; it’s strategic connective tissue.
• “Clutch control” is the new skillset: knowing when to apply tech, when to apply friction, and how to balance creativity with commercial goals.
• Emotional intelligence is emerging as the most important superpower in creative leadership.
• Future-proofing creativity means optimizing less for outputs—and more for environments where originality can thrive.

Passive Listening to Active Thinking
 Use these prompts to reflect solo—or spark deep conversations with your team:

• If AI is handling the operations, what’s your unique contribution to the creative ecosystem?
• Where are you optimizing for speed—and where should you be designing for friction?
• Are you being treated like a service desk—or trusted as a strategic partner?
• What signals—beyond efficiency—prove the value of your team to leadership?
• What are you doing to build a culture where vulnerability, tension, and originality are not just allowed—but essential?

Guest: Nicky Russell, Managing Partner at WDC | Former COO, Anomaly
Nicky has led creative operations at some of the world’s top agencies and now advises global brands on building modern, human-centered creative ecosystems. She brings deep experience, sharp strategy, and a passion for redefining what creative ops can be.

🔗 Links & Resources
Nicky Russell on LinkedIn        
WDC