Creative Department

Topics: Advertising, Communication design, Graphic design Pages: 3 (800 words) Published: February 6, 2013
Creative department
The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Once they receive the creative brief from their account team, the creative team will concept ideas to take to their creative director for feedback. This can often be a back and forth process, occurring several times before several ads are set to present to the client. Creative departments frequently work with outside design or production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level positions, as well as for operations and maintenance. The creative process forms the most crucial part of the advertising process. The first known creative department in an advertising agency was formed by J.W Thompson.

Although every department is essential in an advertising agency, the creative department is the one that defines it. If an advertising agency has a product, it is creative work. And that is done by the talented people who work (and often live) in the creative department. Everything from print ads and direct mail, to broadcast ads, websites and guerrilla campaigns are conceived here. Without the creative department, there is no agency. Who works in the Creative Department?

Although it varies a little from agency to agency, the department is generally made up of the same bunch of characters. The Creative...
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