What in gods name is a creative?

What does a Creative do?

 “Creates ideas, ideas, ideas!”

The creative department of an agency is where the campaign comes together. It’s where that great idea or stunning visual is dreamt up. They take the client brief and work with it to invent ideas to address the brand’s business problems. From here, they work with media planners/buyers and the production department in order to make those ideas, that have been approved by the client, into a reality.

How does a Creative Team work?

Traditionally a ‘Creative Team’ is made up of an Art Director and Copy Writer. This essentially means one ‘visual’ and one ‘words’ person.  However most creative partnerships are far more fluid and collaborative than this: in other words while Creatives may perhaps be stronger in say copy writing than art direction they may both act as Art and Copy Director within the team. Creatives often find partnerships of this kind work very well as they can inspire and refine each other’s ideas. Creatives work to client briefs set by the agency.

This said not all Creatives come in pairs and individuals may be called upon to work in conjunction with another team or on their own projects. As long as you have a strong portfolio (‘Book’) demonstrating strong art and copy direction there is nothing to say you have to part of a creative duo to get a job. (Source:IPA.com)