Understanding the creative department

The Creative departments in advertising are the people who create the actual ads they are also known as the ''creatives''. The creative department forms the heart of an advertising agency. There are three main roles in the creative department: art director, creative director and copywriter. Creative departments may employ production artists or junior copywriter and junior art directors as entry-level positions. The copywriters' position within the department is they are responsible for the copy of the ad, the text only. Junior copywriters are assistants to the copywriters, as the junior art directors are assistants to the art directors. Art directors are responsible for the visual part of the advertising campaign. The art director and copy writers brainstorm until they come up with the creative content for the advertising campaign. Often the Creative directors or executive art director are in charge of the advertising creative department, they may also be known as the department managers, they must have great people management skills, be able to motivate ad inspire their creative department , and keep everyone in team mode. The advertising creative director serves as a liaison between the creative department, the client, and the design manager. The advertising creative director is in charge of directing the creative department to deliver effective design strategies that meet business objectives by staying on time and on budget for the advertising campaign. The Creative Director also coordinates external creative specialists such as freelance artists and production. Creative departments will often work with outside design or production studios to develop and implement their ideas.

In terms of Advertising Skills, a creative director will have years of experience in the advertising field, a thick prestigious portfolio and usually a bachelors degree, they also have superb skills in reading and projecting human nature in response to advertising campaigns.