In the field of marketing, creative directors have a great deal of control over a company’s promotional activities. A creative director determines the vision of a project or brand and brings it to life in all media, from television and print to online advertising.
Creative directors are in charge of a team of copywriters, illustrators, and art directors who refine the concept and bring it to full readiness. Bennet Schwartz explains the ins and outs of being a creative director in marketing, naming some of the advantages of pursuing this career.
The Daily Duties of a Creative Director
Creative directors have many daily responsibilities, working with their staff as well as supervisors and C-suite level employees of their company. They also work closely with clients to determine the best direction for their marketing endeavors.
Marketing creative directors manage the entire creative department, from artists to writers. They are in charge of planning a company’s advertisements and brand campaigns. They have a large voice in shaping the standards of the company’s brand as well.
When it comes to client service, creative directors are highly important. The creative director translates the client’s wishes as closely as possible, consulting with them to avoid mistakes in marketing strategies. They are always available for questions, and they are able to put tailored marketing plans into place to meet a client’s expectations.
Creative directors in marketing generally have a minimum of a bachelor’s degree in marketing, business, graphic design, or a related field. They must have several years’ experience in the marketing field before they are elevated to the role of creative director. Most employers prefer candidates who have a deep understanding of proper Internet procedures, copy, and design.
Skills That a Creative Director Needs to Succeed
A creative director needs to have many skills to fulfill their responsibilities. The three main categories of skills that a creative director needs to succeed are organizational, interpersonal, and analytical skills.
Many creative directors gain experience in the field by managing a company’s website. They are also well-versed in the art of graphic design. Their creative skills are perhaps the most important skills they possess.
They must be organized enough to keep multiple projects going. They need interpersonal skills for many reasons: managing personnel, appropriately delegating work, and serving the client’s wants and needs.
Examples of Specific Tasks
Here are several examples of specific tasks that a creative director needs to perform in the course of their job:
- Connect with an external advertising agency and make sure that they have the appropriate grasp of customer relationship management (CRM), photography, film, radio, and outdoor signage.
- Handle scheduling and planning for print production, forecasting, campaign testing, and managing in-house files.
- Prepare website designs for translation to HTML by web developers.
- Hire in-house employees and manage human resources in their department in conjunction with the HR department.
- Manage Internet marketing campaigns including SEO.
- Develop marketing materials like signage, logos, brochures, and advertisements.
- Look into interactive ads and marketing campaigns that use new and updated technology.
- Manage social media exposure and determine its strategy and direction.
- Understand basic HTML and be capable of making minor changes to the website.
- Manage analytics and reporting.
Compensation and Benefits
Creative directors are paid well. According to the federal Bureau of Labor Statistics, creative directors can bring in more than $140,000 per year. These jobs generally have excellent benefits like insurance and generous paid time off. Job flexibility to work at home may also be available.
While being a creative director is a dynamic and rewarding position, there are potential issues that could arise. Dealing with clients can be extremely stressful, and the competing demands of many different clients could leave a creative director feeling like they are being pulled in all directions at once. They must be expert delegators and have the ability to assign work to the team member who can do the best job with the assignment.
Interpersonal skills are needed a great deal when it comes to managing creative staff. There may be large egos involved, and creatives are not always the easiest type of staff to supervise. A creative director may be placed in the middle of workplace disputes, but they must be able to handle them diplomatically yet be firm if necessary.
Creative Directors Are Needed
According to the Bureau of Labor Statistics, the profession is expected to grow 6 percent by 2029. This is a faster than average rate of growth when compared to other jobs of the same type. There will be many exciting opportunities to become a creative director in the future.
Bennet Schwartz wants prospective creative directors to know that the field is exciting and that they will be able to use many of their artistic skills. Directing a company’s marketing and branding efforts is a fascinating job that carries career and financial rewards.