You have often wondered what’s behind the slogans, logos and entire persuasive advertising campaigns.
And suppose you intend to work in advertising. In that case, curiosity increases, and you will have a great desire to know how a campaign can be considered efficient, what are the strategies that induce the public to make thousands of conversions, what are the needs and needs that can be made available to the user to accompany him in the sales funnel. The visual elements of an advertising campaign have had extremely positive effects, creating a branch as varied and rich as Graphic Design, an indispensable discipline in marketing.
But what is the link between creativity and entrepreneurial strategy?
Perhaps, the answer to this question can be found in a particular professional figure: the Creative Director. Now we will analyze the tasks, skills and training paths to start the career.
The creative director has become a key figure in advertising agencies and companies. A job position of this type is the final goal that other professionals in the creative sector aspire to, such as art directors, copywriters, designers, photographers, etc.
In addition to working on the visual component of a company’s brand identity, the creative director supervises the work of the innovative team. In particular, in the advertising sector (but not only), but his supervision work is also essential to ensure that each creative task follows a characteristic style that brings out the values and potential of a brand, which guarantees quality and consistency in the messages to be communicated to the target. And that it can devise increasingly effective creative solutions to find new customers and retain those already acquired.
Precisely for these reasons, the position of creative director can only be reached after a long experience in the field (and in different sectors and companies) because, not only does it include multitasking skills in communication and use of graphics software, but also coordinates and manages the skills of others. To achieve common goals by assigning tasks and making sure they are accomplished. A frantic and highly responsible work that conceals continuous study and dedication.
Like any job in the design sector, there is no doubt that a creative director must have an innate and marked propensity for creativity and an artistic sense. But one of the indispensable requisites to undertake this career is undoubtedly the inclination to leadership.
The creative director will use his communication skills in devising effective strategies for advertising campaigns and with colleagues and the entire innovative team. He must be able to satisfy the requests of the company or the customer and at the same time communicate the objectives to his collaborators. As the profession is growing more and more in the marketing and digital industries, inbound marketing must be deep and accurate.
Moreover, thanks to the hard training and work path, the creative director will have acquired skills and abilities in many areas of design. He knows how to use graphic software such as Photoshop and Illustrator and will see the concept of UX design. In this regard, we recommend some training courses that could be useful to deepen these concepts and acquire new skills and learn how to master this software:
- Adobe Photoshop CC
- Adobe Illustrator CC
- Adobe InDesign CC
These three courses teach you how to use the software in 18 training modules and include a final test that, once passed, allows you to obtain a skills certification. The courses are accredited and recognized by the MIUR, and the certificate can be used for public competitions. The path to becoming a Creative Director Considered as the pinnacle of his career, the profession of Creative Director is the last step in a long and full of pitfalls training and work path. Starting from earning a degree in graphic design, art, marketing, and advertising facilitates the way but does not automatically grant the security of success in this field.
At the beginning of his career, he will be included in a creative team, and his tasks, as well as not very exciting, will be constantly controlled by a creative director with years and years of experience behind him. A condition that should neither scare you nor discredit you: criticism and the lack of appreciation of your ideas and creative ideas will be on the agenda but will teach you not to repeatedly make the same mistakes and develop humility and your listening skills.
Starting as a freelancer can be a valid option and allow you to do various tasks and clients to acquire more and more skills. The experiences abroad will be also helpful for you to grow professionally and bring your practical and theoretical background to your country. After gaining confidence and autonomy, you will manage an entire team for which you will be a point of reference and an example to follow. At this point, knowing the efforts and commitment of the training path, you will also dedicate yourself to the training of new creative directors.
Recently, the figure of the creative director has also established itself in the video game sector. Not all studios hire a creative director, preferring to distribute the work among game leads such as designers, artists, programmers.
The studios that hire creative directors are larger and more established, but they exploit the full potential of this professional figure. The job of a creative director in the gaming industry is to oversee the appearance of a video game and make decisions regarding budget, planning and interaction with publishers. The choice of hiring creative directors is growing more and more in companies and proves to be a further field that can open the doors to experience and fortification in the sector.
As we have already said, obtaining a degree increases the chances of entering this sector but does not determine its success. Experience and apprenticeship will strengthen you. But you have to start from something and, if you don’t have a degree, don’t give up, there are many opportunities today to pursue a career like this. Online courses often bring excellent results. This is because, in addition to an indispensable theoretical basis in any sector, they allow you to put the notions learned into practice immediately. In particular, we recommend three courses that can be useful for building the foundations of solid training both in terms of visual communication and to acquiring helpful knowledge in the marketing field:
Creating graphics for online marketing: communication design is a field that has changed with the advent of new digital strategies. This course aims at aspiring graphic designers who intend to create graphics for social media or other web marketing activities, passing through graphics tools (such as those of the Adobe suite) to create drawings and animations. For the web.
Graphic Design Masterclass: this complete Lacerba course is the ideal path for those who want to learn how to structure a web page from a graphic point of view. Not only will you know how to use tools such as Photoshop or Illustrator to design a web page or create complex graphics, but you will also discover the principles of a good user experience and an excellent user interface using Sketch 3. Skills these, essential for those who aspire to bring their career towards the role of creative director.
Advertising Marketing: to get a broader overview of traditional and digital marketing techniques, this training experience offers the perfect combination of the essential knowledge to devise a well-structured marketing plan and the practical skills to achieve the set goals. The principles of offline and online advertising are the basis from which to start to enter different contexts and operate in both sectors.
You are creative and would like to work in the world of design, but you do not yet know how to enter the job market and which training path to choose to embark on a thriving career. The world of design and planning is vast. Therefore, the first step to working as a designer is to know the different professional figures, the growth prospects, the salary, the possibility of working as an employee or as a freelancer.
These and many other factors will allow you to consider the studies to be undertaken, the skills to be acquired and the professional opportunities in the Italian job market.
Class up. It has collected all this information in the e-book Work and Design: a guide to creative professions and practical advice for entering the world of work.
A complete overview where you will find:
Traditional and alternative study paths
Information on over ten professionals in the design world (from interior designers to professionals related to user-centred culture). Skills you need to acquire to make your way in the industry. The average salary of each of these figures. Tips and advice for entering the world of work.