All of the criteria are the same. That said, the higher up you are and the more experienced, the higher expectations are (especially when it comes to content/industry knowedge).
Additionally, if you're applying at Director/Principal and above, the interview is generally much more "brainstorm" focused, which can be quite tough.
Ultimately, no matter what level you're applying at, you should be striving for the follow "optimal candidate" state:
"Someone who can approach a complicated problem and think + communicate in a structured way in the right context+objective of the case, while being personable, adaptable, and coachable, so that, ultimately, the interviewer can see themselves working with this individual and putting them in front of a client."