Art director for huge clients?
Out of context: Reply #6
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- zarkonite0
It's a lot more organized than with smaller clients.
There's usually a pretty detailed strategy, there's a lot of research to read, and the targets are well defined. You have to take stock of all the past brand equity, you often have to know what the previous campaigns looked like (esp. if it was by a competitor because you have to do "better"). There's always a detailed media plan too, so you know where you'll be advertising. Depending on how your agency works, there's usually some leeway for you to add to any of these if you can sell your idea to the internal team.
Depending on your creative director, you might already have an umbrella concept and you have to come up with tactics to hit the strategic objectives. Or maybe you'll have to think of a big idea and show how that would play out with whatever the media plan is. All in all you make a lot of mockups to sell your ideas, the CD destroys most of them, you try again and eventually you have enough that you can pitch to the client.
- and by "you|" I mean the pitch team pitches to the client.zarkonite