Creative directors are mainly responsible for producing innovative ideas in advertising channels such as television, print, and radio. Creative directors must design concepts in order to meet the marketing objectives of the company, while promoting a brand to the target audience. Creative directors are employed by advertising agencies or by large companies where they could work as in-house directors. Normally, a creative director also manages graphic artists and copywriters. Projects vary depending on the advertisement and media channel.
A creative director is the point person in identifying ways of representing a client or company’s identity in specific media channels. This job is very people-oriented and requires high level of creativity. Furthermore, a creative director is constantly tasked to review information and materials that are provided by the client. Eventually, these information and materials shall be discussed by with creative director with the whole production team. A creative director also often makes decisions in order to ensure creativity, quality, and profitability. They perform extensive research on advertising trends to ensure the effectiveness of their ad projects to be launched.
Education and Training Requirements
To become a creative director, one should earn a degree in art, graphic design, advertising or communications. A creative director should have enough years of experience in branding and project management. Most companies would hire someone who has 5 to 10 years of experience. Often, creative directors start as graphic artists. A creative director should also be familiar and knowledgeable in various media channels, such as TV, radio, internet and print.
Knowledge and Skills Requirements
To be successful in this field, creative directors must be able to juggle tasks, give directions to the staff and follow specific instructions given by the clients. They should possess strong persuasion and presentation skills, excellent verbal and written communication skills, interpersonal and leadership skills, organizational skills and advanced computer skills.
Creative directors always work under pressure. This job is often about deadline without compromising quality. Time pressure is always present in the field of advertising, since it would be too expensive to work behind the original schedule and time line, most especially if it is a television commercial. Job security could be a main issue for most creative directors.
The compensation that a creative director should expect is not fixed. It is mainly dependent on a person’s skills and experience, as well as the company and clients. Creative directors can earn an average annual income of $63,000 to up to $120,000.