Creative team

A creative team must…

- Work in creative department
- Responsible for originating creative concepts from a brief supplied by a planner and the account team
- Usually comprise of an art director and copywriter
- Bill Burnback (created a creative team)

Need to know…
- About consumer behavior
- Various media channels
- Interrogate a product
- What else is out there

Needs to be…
- Roles are blurred
- Art director – good layouts
- Copywriter – persuasive copy

THINK…
- Good team?
- Get on, ideally
- Care about the work
- Care about being original
- Impeccable work ethic
- Completely reliable

Attributes of a good team…
- Passion
- Produce the best
- Long hours
- Don’t mind having work rejected
- Take criticism well
- Share work ethic
- Don’t blame


BB…
- Teams bring out the best in each other
- Stimulate a better standard of work
- Be different to each other
- One of each, but adapt

ART DIRECTION – WHAT THEY DO
- Final say
- Direct art
- Produces visual – enhancing the meaning
- Does more then the CW
- Maximize the visual communication
- Responsible for visual integrity of concept
- Design – House style, typography, paper
- Photography – Art buyer, models/actors, locations, stylist, the actual shoot, retouching
- Good people skills, confidence

NEVER REPEAT THE HEADLINE WITH THE VISUAL!!