Get to Know Your Creatives
When you think about your agency relationship, it’s likely your account exec is who comes to mind—and rightfully so. Day in and day out that’s who services your business; it’s who you call when you have a need, an issue or a compliment. They solve your problems. For many companies, the account service person is the agency.
But behind your normal point of contact lies an arsenal of agency talent you may rarely meet. Sure, they’re a name you hear, an addressee on an email, a hand you shake during an agency tour, but their contributions may be hidden behind phrases like “the team” or “work their magic” or “back at the shop,” and as a result, you don’t actually know what they do for you.
So here’s a primer on the core roles of the creative department and what they bring to the table for you and your business:
Message – Knowing what to say, how to say it, and to whom is the function of the copywriter. These are people who use words much like a chef uses ingredients—continually sniffing out the right one, routinely trying new combinations, and never resting until the flavor is just right. Most have trained in English, journalism or communications and language is their hobby. With a sometimes fanatical appreciation for nuance, changing a word is no small matter. Trust them to understand your audience and what motivates them to notice, to care, and to buy.
Design – Regardless of the title—graphic designer or art director—those who compose visuals are all artists at heart. They are deliberate with the interplay of space, form, and color, using the elements to create visual messages. Behind the sometimes eccentric veneer is someone who has studied serious concepts like alignment, proximity, repetition, and white space. While they may style themselves strangely, their designs always value order and are thoughtful and measured. Trust them to understand the latest trends and how the eye moves through a layout.
Direction – Beyond simply making sure that message and design are working in tandem, the creative director is ultimately responsible for the vision that the writer and designer deliver to. Relying on inputs from the client (via account service) and the creative brief, the creative director is like a conductor of an orchestra; they ensure that all the musicians work in harmony. They interpret, shift, and adjust individual elements to delight (and sometimes surprise!) the audience. Trust them to contextualize every project from a higher “campaign” perspective to build the brand.
When working as they should, these three creative roles produce magic. Every brand campaign, print ad, 30-second spot, billboard or promotion you remember…all of them came from this triad of talent working together to deliver for their clients.
Sure, creative types are “different.” But that’s exactly what you want. They don’t see the world like most people, don’t arrive at the same conclusions, and rarely enjoy being on the bandwagon—and it’s a good thing they don’t. Because getting noticed and getting sales requires standing out, and that’s what your creative team lives for.
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