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Kreativhhiki - on pairs!

Perhaps, it is one of the brightest and interesting trades in advertising agency. Creative director supervises over process of job above creative ideas. Under his supervision there are art - directors and kopirajtery, organized in creative pairs. They also think out plots of rollers, texts of a radio advertising, make out publicity boards, etc. Kopirajter is responsible for the text, art - director - for a visual embodiment of idea. But in practice often it happens on the contrary: the image thinks out kopirajter, and to art - director comes to mind a slogan … Each creative pair carries out those or other projects of a different level of complexity. If the question is the scale advertising campaign including a lot of actions for job the command of experts is accepted. Creative director should conduct simultaneously some versatile projects.

Do not suppress the person!

Discipline not the strength of creative workers. Separate creative persons with various ambitions and interests it is necessary to unit in the effective creative command aimed at the general{common} result. To force to work such people under pressing it is impossible; will not help neither a whip, nor gingerbread. It is possible to interest them only. Certainly, from anybody it is impossible to demand ingenious ideas daily... But at the same time advertising the same conveyor so on creative crises there is no time. Skilled creative director knows how to leave from this impasse. He is able to set to the command the necessary direction so that kreatory have saved full confidence, what is it their own ideas which have been given birth freely, without any compulsion …

The creator and the manager in one person

To push the command to a presence{finding} of a correct advertising course, first of all itself it is necessary to be talented. Creative director - the bright, not ordinary person with perfectly advanced imagination, able quickly to generate interesting, unusual, well sold ideas. He intuitively feels, that can interest the consumer. At a stage of muffled ideas and draft copies creative director corrects offers kopirajterov and art - directors, gives advice{councils}, approves the further job in the chosen direction or on the contrary - turns off the project, yet late. If the general idea is unsuccessful, even the best directors, photographers and designers cannot inhale a life in advertising. But to do{make} it it is necessary tactfully, in fact creative people - natures vulnerable. Any decision should be proved and convincing.

Figaro - here, Figaro - there

In this trade it is necessary to be able quickly and repeatedly to be switched from one problem to another. The decision needs to be accepted instantly: about ten creative groups in agency once a day want to communicate to director at least, and in fact still it is necessary to meet three - four clients... Today it is necessary to think up a general slogan of the trading company, tomorrow - advertising of the separate action{share} of one of operators of mobile communication{connection} … All projects to have to hold in a head and to take part in creation of advertising at all stages: since discussion brifa (the technical project of the client) and finishing{stopping} presentation of ready idea at office of the customer.

The defender of creative idea

The most part working hours creative director cooperates with people. On him - the control of execution{performance} of the order of the client, a rating of efficiency of activity of creative group. It is necessary to have the advanced communicative skills, to be able to communicate, convince. It is necessary to be not only for the command of advertisement makers, but also for representatives of firms - customers. Daily job means numerous meetings and negotiations with the first persons of companies - clients. To submit ready ideas to the client - too art, and creative director owns him{it} in perfection. This process reminds protection of degree projects in high school. To assert to have at once some ideas. It is necessary to give reason for a choice, to explain to the customer, than each of them can "hook" on an audience... Offers not always like the client. Then creative director should search for the compromise, unostentatiously to overpersuade … the Advanced sense of humour, flexibility of thinking and an active vital position appear thus very opportunely.

Behind prizes of advertising festivals!

To begin creative director right after an institute bench it is impossible. First it is necessary to remove{take off} not one ten advertising rollers, to write set of advertising texts, to compose weight of slogans … Only then, having received a necessary operational experience and having understood in "kitchen{cuisine}" of advertising agency, you can objectively estimate creativity kreatorov and direct it{him} to the necessary channel. Not casually, the majority of professionals in this area began with a position kopirajtera, the designer or art - director. The way to a position of creative director is twisting, and an exact route nobody will specify. The unique clue in a trade - insuperable desire to think out new creative courses in advertising, readiness round the clock to work above an interesting problem{task}. Then there are prizes of advertising festivals, clauses{articles} in newspapers, there comes a recognition in professional circles, there is a reputation.

Everyday lives of the professional

Dmitry Avdeenko, the head of creative group of advertising agency MAXIMA

Eight projects simultaneously - almost norm. To tell the truth, the degree of importance at them can be different. One business - to check a spelling kopirajterom the text for a radioroller, and absolutely another - to create the concept of a complex{difficult} advertising campaign. The degree of mobilization of our group and other departments depends on a level of the project. After discussion brifa, any time we digest the information, and then we gather for brain storm. All ideas are thrown off in « the general{common} basket », in passing passing the filter on conformity brifu and originality. Process of discussion reminds game « That, Where, When? » And creative director acts in a role of the captain of the command, assisting to find the correct answer. He picks up successful ideas and develops them, offers the variants. Only at us for discussion, as a rule, it is allocated{removed} more minutes. And unequivocally the right answer does not exist, therefore we generate different ideas: « Quiet », intermediate, ehpatazhnye … And the client, having listened to our reasons on presentation, itself will decide, that to him approaches more.

Charging the task to creative pair, I proceed from experience of dialogue with these people and I estimate, they can effectively work above the given project whether or not. In fact if the person on a life - more likely the punk, than the graduate of institute of noble maidens instead of a "correct" roller for housewives at him{it} it will turn out « bezbashennyj a creative » for youth. But the concept of the boring project for us does not exist each time it is necessary to show a class.

I try to find to each employee that to him is closer for creative self-realization, to create an atmosphere of the command, which on a teeth any brif. Well and, certainly, I correct a product oustanding on mountain. It is important to plan processes so that to avoid the general{common} recession of creative activity. Three following have just given all the best on the complex{difficult} project, and on turn already.

Management in my case does not mean shadowing - who in how much has come on job. The question is mutual relations with other departments, planning of internal meetings, arrangement of a priority of problems{tasks}. It is a lot of projects, I collect guys and I speak: « it needs to be made first of all, to give all the best on a maximum. The rest - while we hold in a head.

"Embrasures" which need to be closed, arise constantly, but this extreme, inflow of adrenaline and is pleasant to me. Every day it is necessary to get acquainted with something new. To think out interesting courses, to absorb the information. My life does not share on job and personal time. You come home and you continue to scroll all these brify in a head. Sometimes the most interesting ideas come to mind on the verge of dream and wakefulness. « It is an idea!, - you think about yourself. - Aj yes I, aj yes … as there at Pushkin? ». You will come then on a workplace and you continue to be surprised: I, certainly, not Pushkin, but self-determination was correct.

For someone not normalized working day - the minus, but for me is big plus. Everyday lives will consist of constant dialogue: with the command, with agency group, at last, with clients. Skill to sell idea - very important quality in our trade. It is possible to organize competently all process, to achieve rather ingenious result, but on presentation to not make impression on the customer - then all job will come to nothing and at the best remain a successful exhibit in a portfolio. And though you see the client the second time in a life, it is necessary to find straight off to it{him} "kljuchik". On one will make impression emotional performance{statement}, on another - quiet, rational reasons displaying weight on half-glasses. Also it turns out, that at all stages of job the intuition is necessary for creative director.

Hearings and the facts

One of the highest salaries in sphere of advertising

The the advertising agency is more solid, the earnings are higher. Disorder of salaries - from 1500-4500 c.u. In some known agencies count, that recording in a work-record card about job creative director in their company - in itself a start in life, and not so big money at the beginning can pay. But all is farther depends on the person.

The further kar`ernogo growth it is not supposed

Creative director submits directly to the general director of the company. Above - already a level of top-management. Having behind shoulders a solid operational experience, own advertising agency is possible to create. Speech, certainly, does not go about the organization in which staff{state} will be 100 and more employees (it very far prospect), but to yesterday's creative director quite on forces to create an advertising boutique to type{collect} frilanserov command and independently to carry out orders of clients.

Long kar`ernyj a way

Today advertising agencies in capital are estimated in thousand. All of them require competent experts. Talented kopirajter for two - three years can quite become if not creative director, the head of one of creative groups (in large agencies of them can be a little).

Nervous job

One of minuses of a trade - clients, which start "to create and dictate conditions. If the person, coming to the tailor, speaks: « the suit of such breed is necessary for me » is normally. But if he will start to specify to the master, that where it is necessary to sew, hardly the finished article will be qualitative. The similar attitude{relation} to a creative meets enough often: « I the person borrowed{occupied}, but basically give me half an hour - and I shall think up all ». To go on an occasion at the client who imposes the opinion, nonprofessionally. It is necessary to convince it{him}: « the Given idea does not approach you, we shall think up that will promote development of your business ». Very seldom the client enables to feel the co-author - is more often he acts from a position of the barin which « reserves music ».

It is necessary to look brightly and originally

Really, the trade of creative director does not assume obligatory carrying of a suit and cuff links. However it is necessary to take into account, you will make what impression on the client. Fragmentary jeans and a motley shirt - hardly suitable order. And then, as experts notice, the bright clothes yet do not guarantee presence of so bright ideas in a head.