Day in the life of an agency creative

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Unit Purpose and Aims

The purpose of this unit is to;

Equip learners with an understanding of what it is like to be a creative in an agency

Learning Outcomes

Learners will;

1. Understand what the job of an agency creative consists of

1.1 Describe the typical tasks of an agency creative over a day, week, project

1.2. Describe the typical tasks of an agency creative over a week

1.3 Describe the typical tasks of an agency creative over a project

2. Understand the responsibilities of a creative

2.1 Explain what a creative is typically responsible for.

2.2 Describe what the typical rpeorting structure for a creative is

Learning Tools, Resources & Links

Things that will help the learner develop understanding of this unit;

Mentors please add your ideas, examples, case studies, links to articles, videos, etc. here.

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Did you ever think that watching Project Runway could help land you a job in adland? Think again

Humorous take on the industry

Tim Bux, Art Director and brilliant creative talks about hot to present ideas, and very kindly shares some knowledge at the School of Communication Arts 2.0

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Ten Things to bear in mind when getting into the industry by Ben Kay.

1. Planners are currently in the ascendancy. For various reasons, the creative product isn’t nearly as important as the work that goes on behind the scenes. Sometimes this work is specifically aimed at improving the creative product but more often than not it is arse-covering, unnecessary bullshit. But these days people are very fond of arse-covering unnecessary bullshit because…

2. People make most decisions out of fear. People want to remain in their jobs so that they can feed their kids and pay their mortgages and that means they do not necessarily want to do things that might lose them their jobs. Unfortunately this means that decisions tend towards the middle ground where perceived safety is at its strongest. Marketing managers approve ads that won’t get them fired; account handlers sell ads that are less likely to require expensive, time-consuming persuasion; planners will create strategies with the scared marketing managers that will sound like every other strategy going around town; creatives might write exciting ads but they won’t argue that hard for them. Result: vanilla flavoured blancmange with a glass of skimmed milk on the side.

3. Martin Sorrell is as good at predicting the future as Stephen Hawing is at the flying trapeze. However, when he speaks, most of the business world listens and the newspapers report what he says as if it’s a pronouncement of the truth. It’s laughable. And pathetic.

4. You might well meet your other half in the industry. Advertising is full of bright, ambitious, somewhat appealing people, and people who like the company of bright, ambitious, somewhat appealing people. If this looks likely, go with it. Forget all that stuff about not shitting on your own doorstep or whatever the proverb is. Get in there.

5. There’s a famous film saying from William Goldman (if you don’t know who he is, be ashamed and look him up): nobody knows anything. The same applies to advertising. When you join the industry people will talk as if they are very certain that their opinion is 100% correct. When you leave the industry you will do so stunned at the number of times those people (almost certainly yourself included) were wrong. There is nothing you can do about this except weep.

6. It’s going to take a metaphorical earthquake for the British public to like the people who work in advertising. The perception of slick chancers corralling people into buying things they don’t need with money they don’t have is one that is here to stay. If you want to be loved, become a nurse.

7. Advertising has very little absolute effect. By this I mean that it has been proven that advertising will not make you buy something you would never otherwise buy. Instead it makes you switch brands. This means your job will effectively be as cheerleader for the brand you are advertising. You should either try not to care about this or make sure you want the companies whose products you advertise to succeed.

8. People in advertising take cocaine. People in all sorts of businesses take cocaine but the fear of point 2 can be tempered (some believe) by sniffing white powder up their noses. Unfortunately it’s just papering over the cracks in their empty lives (just kidding!).

9. You might well travel the world, meet famous people, see things for which you are somewhat responsible on billboards and TVs (and computers – whoopee fucking doo!). This will give you a fizzy little thrill in your tummy and make mummy and daddy very proud. Whether or not they work out what the fuck it is you actually do all day is another matter (they never will).

10. Do things for love before you do them for money. This is a truth about life that’s easy to forget. If you forget it you will end up having a miserable ten hours a day that you hate, then you think that the fun you have with the money you earn will make up for it. You will be wrong.”

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An interesting article on how to maintain your ‘personal brand’ as a corporate employee.

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Some insightful lessons from Wieden+Kennedy’s Executive Creative Director, John C Jay. Although focused from a design perspective, I feel that these lessons would apply just as well for anyone working within the creative industry. Via AIGA.

1: Be authentic. The most powerful asset you have is your individuality, what makes you unique. It’s time to stop listening to others on what you should do.  2: Work harder than anyone else and you will always benefit from the effort.  3: Get off the computer and connect with real people and culture. Life is visceral.  4: Constantly improve your craft. Make things with your hands. Innovation in thinking is not enough.  5: Travel as much as you can. It is a humbling and inspiring experience to learn just how much you don’t know.  6: Being original is still king, especially in this tech-driven, group-grope world.  7: Try not to work for stupid people or you’ll soon become one of them. 8: Instinct and intuition are all-powerful. Learn to trust them.  9: The Golden Rule actually works. Do good.  10: If all else fails, No. 2 is the greatest competitive advantage of any career.