Climbing the Mountain: A Guide for Aspiring Creatives Part 2
If I was to have a chat with my younger self at the start of my creative journey, I would say work to grow in the industry as a creative but also work to grow passive income through your creative skills. Design templates, take photos or footage and put them on stock sites, write a book and publish it online, start a blog and monetize, launch a YouTube channel, create music and develop your own products. You’re not just a creative, you are also a creator. Use your skills for yourself, not just for your employer and clients. You’ll be so much better for it. Older me wishes that I knew this all these years ago.
Work to grow as a creative in the industry but also work to grow passive income through your creative skills
The other thing I would say is moonlight! It will make you better in so many areas. You’ll learn how to manage clients, relationships, scope work and budget. Stuff that might actually make you better at your day job. Remember to get a good accountant too.
No matter what your agency or superiors say,?Moonlight!
In part one of this three-part series, we talked about the importance of having a strong portfolio and the qualities that creative leaders look for when hiring. In this article, we will explore the journey to getting to the top of the industry in more detail, covering the different creative roles within agencies, the skills you'll need to have or develop, and the different levels of seniority you can achieve.
You probably already know this, this part but allow me to start right at the beginning, with a look into the different types of agencies you might want to join. It’s good to have an understanding of how they work and what area you feel you’d be interested in or where your skills might be best suited.
Types of Advertising Agencies
Full-service Ad Agency
These agencies offer a wide range of services, including creative, media planning, buying, account management, research, and other marketing services. They are the most common type of advertising agency.
Traditional Ad Agency
These agencies focus on traditional advertising channels, such as print, television, and radio. They may also offer some digital services, but their core expertise is in traditional media.
Digital ad agency
These agencies focus on digital advertising channels, such as search engine marketing (SEM), social media marketing, email marketing and to a certain level influencer marketing. They may also offer some traditional services, but their core expertise is in digital media.
There is an increase of specialised agencies, but full-service agencies remain the most popular
PR agency (Public Relations)
These agencies specialize in public relations, which is the practice of managing communication between an organization and its public. They can help organizations to build their reputation, manage crises, and launch new products or services.
Design agency
These agencies specialize in graphic design, web design, and other forms of visual communication. They can help organizations to create a strong visual identity and to communicate their messages effectively through design.
Content agency
These agencies specialize in creating content, such as videos, blog posts, articles and social media posts. They can help organizations attract and engage their target audiences with high-quality content that is tailored to their specific needs.
In addition to these main types of advertising agencies, there are also a number of specialized agencies that focus on specific areas, industries or markets. For example, there are agencies that specialize in retail advertising, media buying, SEO (search engine optimization), PPC (pay-per-click), event management, experiential marketing, market research, branding and direct marketing.
Creative Roles within the Agency
The world of creativity within agencies is made up of teams with various roles that contribute to the overall creative output. It is also vast, diverse and constantly evolving as new technologies emerge, cultures shift and the world becomes ever more connected. Let's take a closer look at some of these roles:
Strategist
Strategists play a vital role in understanding clients' needs and translating them into comprehensive and insightful creative briefs. They collaborate closely with other team members to develop and execute effective creative strategies that align with the client's goals. By conducting thorough research, analyzing market trends, and considering the target audience, strategists contribute to the development of compelling campaigns that deliver results.
Copywriter
Copywriters play a crucial role in crafting compelling content for advertising campaigns, marketing materials, and other creative projects. They go beyond grammar and punctuation, focusing on concept development and writing in a way that deeply connects with the target audience. By understanding the target market and their preferences, copywriters create engaging and persuasive copy that effectively communicates the brand's message. Their ability to write in a clear, concise, and relatable manner helps build strong connections with consumers and drives successful marketing efforts.
Art Director
Art directors are instrumental in shaping the visual aesthetics and overall creative vision of projects. Collaborating closely with designers and other creatives, they play a vital role in concept development. Art directors bring ideas to life by creating captivating layouts, selecting appropriate fonts, colors, and images, and ensuring that the visual elements align with the project's objectives. By combining their artistic expertise with a keen understanding of the brand's identity and target audience, art directors create visually appealing and cohesive designs that effectively convey the desired message and evoke the desired emotions.
Graphic Designer
Graphic designers are creative professionals who bring visual elements to life in various projects, such as logos, brochures, and websites. With a deep understanding of typography, layout principles, and color theory, they skillfully combine these elements to create visually appealing designs. Utilizing design software, graphic designers transform concepts into impactful visuals that effectively communicate the desired message and resonate with the target audience.
This may be oversimplification, but traditionally you only had an art and copy team and all they had to worry about was a TV commercial, key visual, and radio ad
Motion Designer
Motion designers are skilled in the art of creating animated graphics and videos. They possess a strong command of animation software and utilize their visual storytelling abilities to bring ideas to life. Through dynamic movement, transitions, and engaging effects, motion designers craft captivating narratives that effectively convey messages and leave a lasting impression on viewers.
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Video Editor
Video editors are responsible for the meticulous editing and seamless assembly of video footage. Proficient in video editing software, they skillfully manipulate visuals, audio, and effects to craft compelling stories. With a keen eye for detail and a deep understanding of storytelling techniques, video editors transform raw footage into polished, cohesive videos that evoke emotions and effectively communicate the intended message.
UX/UI Designer
UX/UI designers are experts in creating exceptional user experiences and intuitive user interfaces for websites, apps, and other digital products. They possess a thorough understanding of user-centred design principles and leverage design software to create interactive and visually appealing interfaces. Through extensive research, user testing, and iterative design processes, UX/UI designers ensure that digital products are user-friendly, visually engaging, and meet the needs of the target audience.
Creative roles that are not always within the agency
Illustrator
Illustrators are skilled artists who create captivating images used across various media platforms, such as books, magazines, websites, and advertising. Through their artistic talent and creativity, they bring ideas to life, capturing the essence of concepts and narratives in visually compelling ways. Utilizing various techniques and mediums, illustrators produce unique and eye-catching visuals that enhance the overall communication and storytelling of a project.
Retoucher
Image retouchers are professionals who specialize in enhancing the appearance of images. Their expertise lies in skillfully removing blemishes, adjusting colors and tones, and adding special effects to create visually stunning visuals. Through their attention to detail and technical proficiency with image editing software, retouchers transform raw photographs into polished and flawless images, ensuring that the final visuals meet the desired aesthetic and effectively convey the intended message.
The Different Levels of Seniority
As you progress in your career, you'll move up through different levels of seniority. These levels typically include:
Intern
The first step often starts with an internship, where you gain hands-on experience and learn from seasoned professionals. Embrace this opportunity to absorb knowledge, showcase your skills, and build valuable connections.
Junior
As a junior creative, you begin taking on more responsibilities, refining your skills, and contributing to projects under the guidance of senior team members. This stage is crucial for learning and honing your craft.
Senior
As a senior creative, you demonstrate expertise in your chosen field. You handle more complex projects, mentor junior team members, and have a greater say in creative decisions.
Associate
At the associate level, you start taking on leadership roles within the creative team. You oversee projects, collaborate with clients, and provide guidance and feedback to junior and senior team members.
Creative Director
As a creative director, you have a broader scope of responsibility. You lead the creative team, develop strategic concepts, and ensure the alignment of creative output with client objectives. You become the driving force behind making things happen.
Executive Creative Director
In this role, you have a higher level of responsibility and influence. You shape the creative vision of the agency, oversee multiple teams, and work closely with clients to deliver exceptional results.
Chief Creative Officer
As a chief creative officer, you take on a more strategic role within the agency. You drive innovation, set creative standards, and provide visionary leadership to elevate the agency's creative offerings.
CEO, Chairman and President
If you’re Kenyan, instead of becoming chairman you’ll probably end up starting your own agency but if you do get there, the pinnacle of agency leadership, you become a figurehead and an influential voice in the industry. Guiding the agency's direction, fostering relationships with clients, and serving as a beacon of creativity and inspiration.
You’ll probably still end up starting your own agency either way!
The Journey to the Top: Embracing the 6 C's of Creative Leadership
Becoming a creative leader is a long and challenging journey, but with the right mindset and guidance, it can be incredibly rewarding. David Sherwin, renowned design leader, emphasizes the importance of certain behaviours that aspiring creative leaders must cultivate in their daily work habits. In his insightful article, "Becoming a Design Leader" he presents the 6 C's that serve as a simple summary of what it takes to become a successful creative leader.
The 6 C's of Creative Leadership are:
Leadership requires more than just technical expertise; it requires the ability to conjure compelling work when pressed into service. A creative leader must communicate actively, with both rational and emotional intelligence, fostering connections with co-workers and clients alike. Effective communication is key to building trust and inspiring collaboration.
Leaders also excel at creating a nurturing environment where creativity can thrive. They shield this space from external pressures, such as client demands or organizational politics, allowing their teams to focus on delivering great work. By realizing a shared vision and encouraging the internal motivations of their team members, they can drive their teams to success.
Critique is an essential aspect of leadership, and skilled leaders know how to provide constructive feedback. They ask the right open-ended questions at the right time to stimulate the growth of great ideas. They also have the ability to step back and allow others to take the lead, fostering a sense of empowerment and autonomy within the team.
Finally, leaders are enthusiastic cheerleaders for their teams. They promote their team members' work, both within the organization and publicly, generating a positive and supportive atmosphere. To quote designer Brian LaRossa, "Earnest interest and excitement can be a contagious remedy for low morale."
By embracing the 6 C's of Creative Leadership you can elevate your leadership skills and leave a lasting impact in the industry.
The 6 C's of Creative Leadership were adapted from "Becoming a Design Leader" by David Sherwin. Original article published on June 17, 2010
You can read Part One here ??