what should the duties of a creative director be?
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- free_
am wondering how an art director and a creative director differ in their job responsibilities in an agency setting. i just recently came into an agency and i feel like the CDs simply critique but rely on the ADs for the overall campaign slogan/manifesto and all the executions and also the look and feel of said executions. what exactly is it that they do then?
for reference, i came from a interactive junior art director setting before this at a shop where i directed freelancers on a look and feel i wanted.
- marchelo0
CD are the boss of the AD
- free_0
right, i get that, but what, other than critique do they do? i was hoping for a more defined answer. im very aware they're my bosses. :)
- harlequino0
Varies but as I understand it—
CD's usually are responsible for overall creative direction of accounts and oftimes the direction of an agency's creative strategy. They frequently come up wiht new ideas and strategies to be pitched ot clients. Also, CD's are often directly involved in client relationships, even selling new business.
- marchelo0
From what I've seen they keep quiet and get everyone to do as much work as possible for them, they critique and want to see changes made... I guess the difference is that they should have had a lot of experience as an AD, Designer, etc. And basically at the CD point, they just oversee the projects and have the established Connections to printers, photographers, etc... (If anything at all) And take the heat with the BIG BIG BIG Boss if anything ever goes wrong. (OR they blame someone else.)
- neue75_bold0
it depends where you are chippy...
this shit is so different from place to place, but personally I think the CD, AD and planner[s] need to be involved initially, with CD leading and nailing down the big picture objectives, [thinking of strategy, messaging, some idea of a rough look and feel] alongside a main copy concept... from there as a CD I'd have my AD take it in his teams hands and come up with some ideas...
But generally as a CD I'd just want to be involved sporadically and would be busy leading this same process a few times a week, so your AD should be much more operational daily, more hands on...
- thanks, i was thinking that's how it should work. i think this place is a bit low on resources at the moment maybefree_
- well this is just how I see it working properly, I am no way in a similar situation...neue75_bold
- I took an AD position at a small agency and I do it all, but I'm also a masochistic whore, so, c'est la vie..neue75_bold
- haha! aren't we all.free_
- tasty0
Batesole is responsible for nothing.
- free_0
hahahah i read that thread. and im wondering if i have some batesoles here...
- neue75_bold0
as a CD you need to do a lot more selling of creative and dealing with clients in general...
- harlequino0
"ah, i was worried i didn't have much to learn from them.. and i still think i might not. lol"
No matter how clueless you may think any AD or CD may be, in terms of design or whatever, there is always (except for ALWAYS) plenty to be learned from those who have worked their way up. Being able to wax intellectual about design, layout, typography, etc, doesn't amount to a hill of beans if you do not speak the language of marketers, have big ideas, know people, know how to sell and finagle new business, penetrate new clients, upsell existing clients, develop brand strategy, and so on.
All this pretty design stuff we do is only a part of a bigger puzzle for those who pay for it.
- * nods head, puffs pipe..neue75_bold
- yea i do agree. i always have something to learn. i guess i question what i should expect from them. but this def clears it up.free_
- heavyt0
watch the movie "Nothing in Common", pay attention to what Tom Hanks does. That is a CD.
- ukit0
Depending on size of company CD could also be involved in a lot of pitching work to potential clients and client relationship.
- free_0
ok, so that is starting to make sense. the CD can't really be coming up with all of the ideas since they need to be inspiring and overseeing more than brainstorming. so being an AD is really where it's at.
- OSFA0
CD usually makes sure he understands what AEs explain him so that he can let the AD know, so the job could get done. Then, once the job is done and the AD and designers come up with great work, the CD presents it to the client and rest of suits, and gets complete credit for it. (usually, never tells the truth about who actually DID the work).
Simple as that my friend.
- svenreed0
Watch MADMEN, pay attention to what Jon Hamm does. That is a CD.
- i_monk0
providing sensual massage
- Jnr_Madison0
It's not who we are underneath, it's what we do that defines us.
- mistermik0
i do all of the above in varying degrees.
It depends where, what and with whom - makes most cd roles different. harlequino pretty much nailed it.
- JSK0
CDs pitch ideas / deal with politics / win business / cheery picks ideas from AD and CW / sets over all creative strategic direction