{"id":3405,"date":"2025-09-22T09:00:00","date_gmt":"2025-09-22T09:00:00","guid":{"rendered":"http:\/\/www.coclea.org\/?p=3405"},"modified":"2025-09-24T15:43:40","modified_gmt":"2025-09-24T15:43:40","slug":"why-creative-teams-need-the-safety-to-fail-according-to-a-senior-director-for-magic-the-gathering","status":"publish","type":"post","link":"http:\/\/www.coclea.org\/index.php\/2025\/09\/22\/why-creative-teams-need-the-safety-to-fail-according-to-a-senior-director-for-magic-the-gathering\/","title":{"rendered":"Why creative teams need the safety to fail [according to a senior director for Magic: The Gathering]"},"content":{"rendered":"<p>Whatever terrible thing you\u2019ve pivoted a campaign around \u2014 a delayed launch, maybe customer backlash \u2014 I bet it didn\u2019t involve a <strong>multi-hundred-thousand dollar burglary.<\/strong><\/p>\n<p>This week\u2019s master <em>can <\/em>put that on her bingo card. But, more importantly, her bingo card also includes working with a list of brands too long to say in one breath: Special Olympics, Coca-Cola, Nike, Google, Coors Light, Les Schwab, and the legendary Seattle radio station KEXP are just a few.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=bcbe2652-03f9-49fe-b517-acedc47b6f27&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px;margin: 0 auto;margin-top: 20px;margin-bottom: 20px\" alt=\"Click Here to Subscribe to Masters in Marketing\" height=\"58\" width=\"431\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/bcbe2652-03f9-49fe-b517-acedc47b6f27.png\" align=\"middle\" \/><\/a><\/p>\n<p>Today, she heads up the creative team behind the marketing art for the popular trading card game <em>Magic: The Gathering<\/em>. She sat down for one of my favorite interviews yet, not least because I learned that her grandpa was a Chicago bootlegger whose house was raided by Eliot Ness of The Untouchables. But also for the great advice she shares about facing adversity and working with creatives.<\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"650\" alt=\"Alicia Mickes, a smiling woman with medium length hair\" style=\"height: auto;max-width: 100%;width: 650px;margin-left: auto;margin-right: auto\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/alicia-mickes-mim-blog.jpg\"><\/h2>\n<h2>Alicia Mickes<\/h2>\n<h3>Senior Creative Director, Wizards of the Coast (publishing company of <a href=\"https:\/\/magic.wizards.com\/en\">Magic: The Gathering<\/a>)<\/h3>\n<ul>\n<li><strong>Fun fact: <\/strong>Alicia loves to collect <a href=\"https:\/\/www.linkedin.com\/in\/amcreative\/\">random certifications<\/a>. She\u2019s got certs for tattooing, personal training, TRX, cake decorating, ceramic restoration, and even bloodborne pathogens training.<\/li>\n<li><strong>Claim to fame: <\/strong>If you\u2019ve seen the MOD Pizza logo, you\u2019ve seen something Mickes has designed!<\/li>\n<\/ul>\n<h2>Lesson 1: Take ownership, but don\u2019t take it personally.<\/h2>\n<p>Mere weeks before Hasbro was set to release a version of <em>Magic: The Gathering<\/em> based on Wild West outlaws, the worst happened: <strong>Images of unreleased products hit the internet following two high-profile thefts. <\/strong><\/p>\n<p>\u201cA bunch of cards got leaked because people started selling product before it hit stores,\u201d Mickes recalls. \u201cIt really blew our planned marketing campaign.\u201d<\/p>\n<p>And while I couldn\u2019t confirm if the thieves had old-timey waxed mustachios, Mickes relays the story with an ear-to-ear smile and a touch of mischief in her eyes.<\/p>\n<p>Which isn\u2019t to say she doesn\u2019t take the situation seriously, but you get a sense that that smile is at the heart of who she is as a leader, a marketer, and a human being.<\/p>\n<p>\u201cWe could have gotten really mad about it. [Instead,] we tried to play into it and have fun with it.\u201d<\/p>\n<p>To illustrate her point, she shared <a href=\"https:\/\/magic.wizards.com\/en\/news\/announcements\/the-modern-horizons-3-leaks-nulldrifters-and-you\">a blog penned by their communications director<\/a> that tackled a similar leak head-on with inside jokes and even a few sneak peeks of their own.<\/p>\n<p>We spent time trading war stories. Product launches blown by eager fans zooming in on early marketing materials. Negative feedback strewn across the internet.<\/p>\n<p>The takeaway is this: <strong>On a long enough timeline, all of us will face a marketing crisis<\/strong>. And whether it\u2019s a branding misstep, a social media meltdown, or <em>actual grand larceny<\/em>, Mickes says <strong>it&#8217;s important to take ownership without taking it personally.<\/strong><\/p>\n<p>Sometimes that means \u201caccepting that you did something wrong, or that you did something people don\u2019t love, and being okay with it. That\u2019s just human. <strong>I want all my team members to know they have a safe place to create, and explore, and take big risks. <\/strong>And big risks fail sometimes.\u201d<\/p>\n<p>\u201cIt is what it is. And so we pivot.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"433\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/alicia-mickes-mim-risks.jpg\"><\/p>\n<h2>Lesson 2: Collaboration starts with culture.<\/h2>\n<p>Mickes is a big believer that a high-performing creative team <em>requires <\/em>a supportive culture.<\/p>\n<p>\u201cWith all the testing in the world, it doesn\u2019t mean things are going to land the way you want,\u201d she explains. \u201cIt\u2019s important to have a group of people to talk your ideas out with, to brainstorm with, and to bounce ideas off of. And know that it may not be the idea that gets picked, but it may help contribute to the overall finished product.\u201d<\/p>\n<p>But that kind of dynamic doesn\u2019t happen by accident.<\/p>\n<p>\u201c<strong>I make it a point to create a culture of psychological safety, where everyone feels comfortable being themselves and talking about their ideas.<\/strong>\u201d<\/p>\n<p>Now, the topic of culture-crafting could fill the next year\u2019s worth of newsletters, so I asked Mickes for her number one, gotta-have, most impactful piece of advice for working with creatives.<\/p>\n<p>\u201c<strong>One of the quickest ways to build trust is to help your team members get wins.\u201d <\/strong>That might look like exploring time-management strategies with a team member who wrestles with work-life balance. Or teaching communication techniques to someone who is afraid of interpersonal comms. (Or who, like my co-worker who shall remain unnamed, but who edited this, is afraid of phones.)<\/p>\n<p>\u201cWe have check-in meetings where you share the things you\u2019re struggling with or share your work to talk out. It takes time, and isn\u2019t necessarily part of the creative process, but it aids the creative process in the end.\u201d<\/p>\n<h2>Lesson 3: Fun is not the opposite of work.<\/h2>\n<p>When you\u2019re constantly focused on A\/B testing, engagement rates, and driving ROI, it\u2019s easy to forget that marketing is, at heart, creative work. And creative work should be fun.<\/p>\n<p>\u201cWe\u2019re one of the loudest groups at work. We always get in trouble, because we\u2019re over in the corner yelling and hooting and having a good time,\u201d she laughs. \u201cSome folks think we\u2019re not working, and I\u2019m like, <em>no, that\u2019s us getting to the answers!<\/em>\u201d<\/p>\n<p>\u201cCreatives that are having fun and feel relaxed and safe are going to make better work. It\u2019s not a competition. No one\u2019s trying to win anything. You\u2019re in there, together, trying to make the best thing possible.\u201d<\/p>\n<p>It\u2019s a simple formula. Clever minds + fun + safety = Good marketing. When something resonates with your team, there\u2019s a greater chance that it\u2019s going to resonate with your audience, too.<\/p>\n<p>\u201cAnd when the whole group says, \u2018Hell yeah! That\u2019s it!\u2019 that\u2019s when you know.\u201d<\/p>\n<h2>Lingering Questions<\/h2>\n<h3>THIS WEEK&#8217;S QUESTION<\/h3>\n<p><span style=\"font-weight: bold\">What&#8217;s a creative hot take that will make a marketer second guess how they work with creatives?<\/span> \u2014Brandon Smithwrick, Founder, Content to Commas<\/p>\n<h3>THIS WEEK&#8217;S ANSWER<\/h3>\n<p><strong>Mickes says<\/strong>: In my experience, the business side (i.e., product strategists, sales and marketing managers) bring in creative too late&#8230; often treating them as the shiny gift wrap around the product strategy \u2014 but in reality, the creative <em>is <\/em>the product strategy.<\/p>\n<p><strong>If you involve us only at the end, you\u2019re not getting design, you\u2019re just getting decoration. <\/strong>Every time you hand us a baked plan and ask us to \u201cmake it pop,\u201d you\u2019ve already cut the legs out from under what could have been a more powerful marketing campaign.<\/p>\n<p><strong>Let creatives lead earlier! <\/strong>I always encourage working in groups: Have early holistic campaign development conversations with key stakeholders from media, strategy, product, and creative. <strong>The future of marketing is all about experiences where creative execution is indistinguishable from brand strategy. <\/strong>If you still think of creative as just \u201cmaking things look good,\u201d you\u2019re never going to create an authentic experience for your consumer.<\/p>\n<h4>NEXT WEEK&#8217;S QUESTION<\/h4>\n<p>Mickes asks: <span style=\"font-weight: bold\">As marketing shifts from communication and storytelling to creating authentic cultural experiences, how are you or your company rethinking the role of creative?<a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=e1f0958d-1b15-418e-b4db-45ee531f71af&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px;margin: 0 auto;margin-top: 20px;margin-bottom: 20px\" alt=\"Click Here to Subscribe to Masters in Marketing\" height=\"613\" width=\"1920\" src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/09\/e1f0958d-1b15-418e-b4db-45ee531f71af.png\" align=\"middle\" \/><\/a><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important\" class=\"lazyload\" data-src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fwhy-creative-teams-need-the-safety-to-fail&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whatever terrible thing you\u2019ve pivoted a campaign around \u2014 a delayed launch, maybe customer backlash \u2014 I bet it didn\u2019t involve a multi-hundred-thousand dollar burglary. This week\u2019s master can put that on her bingo card. But, more importantly, her bingo card also includes working with a list of brands too long to say in one [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3407,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-3405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured"],"_links":{"self":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3405","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/comments?post=3405"}],"version-history":[{"count":2,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3405\/revisions"}],"predecessor-version":[{"id":3411,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3405\/revisions\/3411"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/media\/3407"}],"wp:attachment":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/media?parent=3405"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/categories?post=3405"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/tags?post=3405"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}