Advertising art director
Advertising art directors, often referred to as ‘creatives’, are responsible for producing innovative ideas for advertising campaigns in all kinds of media, including:
Art directors will also work in digital/viral marketing, which is a huge growth area.
A copywriter works alongside an art director to form a ‘creative team’. Traditionally, the copywriter produces the words to go with the visuals created by the art director. These roles are becoming more blurred now though and it is likely that both will have an input on the visual and verbal content to produce the right look and feel for the advertising campaign.
The advertising art director works on the campaign from the beginning and receives details about the client, product, target audience and required advertising message, which helps to shape the advertising campaign.
The roles of advertising art directors vary according to the agency they work for and the client brief, but typical activities may include:
Although this area of work is open to all graduates, a degree in one of the following subjects is likely to increase your chances:
Employers look for a knowledge of design and advertising in potential candidates and so any course that helps to provide this will be useful.
A postgraduate qualification is not essential but if you have an unrelated first degree, a relevant postgraduate course may help to give you some experience in the area, as well as provide contacts. Nottingham Trent University and Manchester Metropolitan University both offer postgraduate courses in art direction.
Relevant experience is essential in getting your first creative job and potential employers will expect to see a portfolio that presents your work and ideas. It is advisable to team up with a copywriter to produce your portfolio so employers can see finished concepts rather than just your visual ideas. Employers often recruit creative teams rather than individuals, so if you can establish a good working relationship with a copywriter this may be a good start.
It will also be helpful if you have working knowledge of design software packages, such as Photoshop and Illustrator, along with an understanding of the advertising process. With the emergence of digital advertising, it is important to offer digital concepts or ‘platform ideas’ as well.
To aid this, try to get work experience with an advertising agency. Design & Art Direction (D&AD) offers talks on various topics relating to new entrants, including working in the industry, what the industry looks for and what makes a good idea. They also run workshops and produce guides which all give advice on getting into the industry. Topics of the guides include ‘getting your first placement’ and ‘starting your first business’.
Candidates need to show evidence of the following:
It may take from six months to two years to get a first job. You are usually required to establish your team and then build a book together and complete a number of placements within different agencies. You could start by contacting creative teams and asking for a 'book crit'. This may be a disheartening process as it can be difficult to pin down meetings with busy professional creatives.
You will need a thick skin as ideas will be rejected, but this feedback is vital when building a book that will get you noticed. Key to getting a placement is building relationships. You are far more likely to get a foot in the door if you stay in touch with creative teams and take their advice on board. It is a good idea to research different agencies and target those whose work you particularly admire or identify with.
Teams on placement are not always given the most exciting work, but this is your opportunity to get noticed. Agencies favour people with big ideas, enthusiasm and a 'can do' attitude.
NABS
has a career planning and advice section which helps creatives at all levels. They can offer one to one coaching and mentoring for those who are new to the industry and also run a series of workshops throughout the year. They also have Book Clubs, which are aimed at creatives who need a creative partner. This is a good opportunity for art directors who still need to partner up with a copywriter.
For more information, see work experience and internships and search courses and research.
Training is often on the job, with new recruits expected to develop their skills as they work. In some large agencies, there may be structured training programmes, with in-house courses being available.
External training courses are also on offer. Candidates may study for the Institute of Practitioners in Advertising (IPA) Foundation Certificate qualification. This is aimed at new creatives who have been in the role for up to one year. Members of the IPA can also have access to their professional development programme, which has specifically designed training courses and workshops.
Design & Art Direction (D&AD) also has a professional development programme called ‘Workout’. This consists of a series of workshops which aim to develop skills and inspire creativity.
In addition to attending workshops and courses it is crucial to stay up to date with industry trends by going to exhibitions and conferences where you have the chance to network. Also read trade publications to keep abreast of new developments in the constantly evolving advertising industry.
Art directors start with their copywriter partner as a junior creative team, probably working on less glamorous campaigns but gaining valuable experience, building up their book and working on a variety of brands. Tenacity, confidence in your ideas and being an enthusiastic team player are essential if you are to progress to be a middleweight art director. This may take about four years - or less if you win awards or work on particularly successful campaigns.
From being a middleweight, you can rise to a senior creative position and then, if you are successful, you could become a creative director. Not all creative agencies have executive creative directors, but the role exists in large, global agencies.
Many advertising agencies now provide an integrated service to clients and career development very much depends on your ability to think conceptually and produce ideas that translate across multimedia platforms. It is important that you understand the possibilities that are offered by internet and mobile platforms as well as traditional media.
Freelance work is available but may be precarious unless you are well established. It may be possible to specialise in your field by focusing on areas such as trade or recruitment.
A common career move for many senior creatives is to set up their own agency. Many also move across into directing adverts, television or cinema.
The majority of advertising art directors are employed directly by advertising agencies. The Institute of Practitioners in Advertising (IPA) has a comprehensive list of all advertising agencies affiliated to them.
Traditionally, there have been two different types of agencies:
The industry is constantly evolving however, as agencies need to respond to clients’ changing needs and budgets. The current trend is towards combining the services, with a move towards fully integrated 'through-the-line' agencies.
Other employers of advertising art directors are some large companies that have specialist creative teams working in-house on their campaigns.
More established advertising art directors may opt to work on a freelance basis. The ability to do this will very much depend on your reputation and on having excellent contacts within the industry.
Many agencies advertise jobs on their websites. Specialist recruitment agencies that handle opportunities for junior, middleweight and senior creatives include:
Other vacancy sources are:
Get tips on job hunting, CVs and covering letters and interviews.
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