Creative

What is a Creative?

Working in an advertising company requires people with ideas but also with a range of skills. Traditional roles are for art directors and copywriters who work together on creative ideas for advertising campaigns but, increasingly with the diversity of digital technology and new platforms, graduates need to be multi-skilled across a range of media – but more importantly need to be aware of trends in usage by audiences and markets.

In general terms, the roles are in a creative department coming up with ideas, within the production department working up the pitch and project managing the production of advertising material, and in account management dealing with clients and writing briefs for the creatives, or in media sales buying adverting.

What will I be doing?

• originating and developing concepts for advertising and marketing campaigns
• researching the ideas and scoping them for practicality and cost
• developing relationships with contributors and suppliers
• phoning, writing and emailing for information.

What skills do I need?

• confident communicator with the ability to present and pitch to clients
• ability to work well in a team
• a wide knowledge of the distribution processes and platforms available for advertising and promotion across different platforms
• understanding the market, the audience, the viewer and the user alongside knowledge of the media industries and media sales processes
• excellent team worker with strong communication and negotiating skills
• knowledge of financial, legal and regulatory considerations.