Creative – Art Director

Advertising art directors, sometimes known as creatives, are responsible for producing innovative concepts and ideas for advertising campaigns in all kinds of media, including: television; radio; posters; press; direct mail.

They are also involved in internet advertising including viral marketing and micro sites such as You Tube or Face Book.

Art directors work in partnership with a copywriter as a 'creative team' and focus on the visual look and feel of a campaign. As part of this team an art director will work on a brief set by the client and will be involved at every stage of the production process.

The role of an advertising art director will vary according to the agency they are employed by and the client brief. Typical work activities may include: meeting with the account management team to discuss the client's requirements; gaining an understanding of the target audience and business that the advert is aimed at; working closely with the copywriter to generate creative ideas and concepts to fulfil the client's brief; meeting with the creative director before presenting ideas to clients; pitching ideas to clients.

You could also be involved in: producing sketches or 'storyboards' (television) or 'roughs' or 'scamps' (print) to communicate ideas to the client; briefing other members of the creative team; commissioning photographers, artists or film-makers to work on projects; visiting and assessing different locations for potential shoots and working on location; attending meetings at production houses and with other directors; working in editing suites to oversee the finished product; advising new creative's, reviewing their books and managing new teams on placement with the agency.

New entrants on work placement with an agency might be paid the national minimum wage.

For those in junior positions, salaries can range from £18,000 to £25,000, depending on the type and location of agency. Above-the-line agencies may pay slightly more.

This area of work is open to all graduates/Diplomates, though a degree/HND is not essential for a career as an advertising art director. More important than qualifications is a high-quality and well-presented portfolio of work or 'book'. Whilst this area of work is open to all graduates, a background in art, design or visual communication is likely to improve your chances.

Competence in using design software packages such as Photoshop and Illustrator and an understanding of the advertising process is also desirable. There are a number of postgraduate courses in advertising with excellent reputations and whilst not guaranteeing a job, will help you build a book, team up with a partner and gain experience of thinking creatively and working to briefs.

Entry-level jobs are not usually advertised and there is no formal route into your first position. Some new art directors who exhibit at D&AD Young New Blood exhibition might be lucky enough to get a job offer, but this is exceptional.  

Agencies generally employ teams, rarely individual art directors, so a candidate's first priority is to find a copywriter partner who they can work with really well. Once matched up, teams need to be prepared for a long stint of unemployment since it might take from six months up to two years for teams to get their first job.

New teams need to build a book together and complete a number of placements within different agencies in order to find a role. To do this, teams need to start by contacting creative teams and asking for a 'book crit'. This can be a disheartening process since creatives are extremely busy and it can be difficult to get a meeting. A thick skin is needed as ideas will be rejected, but this feedback is vital when building a book to get you noticed.

Key to getting a placement is building relationships, by staying in touch with creative teams, you are far more likely to get a foot in the door. Teams on placement will not always get the most exciting work, but this is your opportunity to get noticed. Agencies favour those with the big ideas, enthusiasm, and a 'can do' attitude.