The work content of the creative department
The creative department is the "general staff" of the advertising company, which gathers the first-class talents of the advertising company and determines the success or failure of the advertising company. The professional level of an advertising company mainly depends on its creative ability and level. In fact, advertising companies sell their own wisdom, and the most important task is to sell their wisdom to customers. And creativity is the most important achievement of this wisdom. On the one hand, they understand the purpose of advertising activities from customers and customer departments, and then they are conceived by creative personnel and then developed into advertising creativity. The creative department is responsible for the creativity, design and production of advertising works. It is based on the analysis of customer advertising objectives, background knowledge and market situation collected by the customer department and the research department. Advertising creators take this opportunity to conduct overall investigation and study, and at the same time have the responsibility to make these ideas into perfect advertising works.
Complete the initial creative plan, and then discuss with the customer department, media department and research department to work out a complete advertising plan that meets the customer's wishes for customer review. After the customer confirms, the creative department starts production, including copywriting modification, art modification, typesetting, printing, photography, filming, painting, dubbing, editing and composing.
Personnel structure of creative department
Advertising creative departments can generally be subdivided into creative, manuscript, art, photography and production synthesis and other full-time groups or full-time personnel, each performing its duties. Creative personnel are responsible for creative intention, manuscript personnel are responsible for the writing of advertising content, artists are responsible for advertising painting and layout design, photographers are responsible for advertising photography and video shooting, and production and synthesis personnel are responsible for the synthesis of advertising manuscripts, including proofreading, printing and dubbing.
In order to ensure the emergence of excellent advertising ideas, many famous advertising professional companies in the world have established corresponding organizational forms. The creative departments of international professional advertising companies generally include: creative director (ECD), creative director (CD), production designer (AD) and copywriter (CW).
The creative department of a large professional advertising company usually has several working groups, and each group also has a team leader. Such as manuscript group, art group, printing advertisement production group, film and television advertisement production group, outdoor advertisement production group, etc. Each group has a number of professionals to ensure the efficient and perfect advertising creation process. The Ministry also has a printing team, which is responsible for arranging the printing and production of established works.
Characteristics and requirements of creative talents
David ogilvy, the father of modern advertising, cited a study conducted by the California Personality Assessment Institute. They found that creative people have the following characteristics:
Creative people are particularly observant. In fact, they value accurate observation more than others.
They often show some facts, but they do it vividly; What they show is what people generally don't realize; They point out places that people generally can't observe by changing their expressions, highlighting key points and making some statements appropriately.
They look at problems the same as others, but they consider them from different angles.
They are born with a superior thinking ability. They can come up with many ideas at once and then compare them with another, so they are extremely comprehensive.
They are more energetic than ordinary people, so their psychological ability, ideological system and physical strength are particularly adequate.
Their world is more complicated. Besides, they live a more complicated life than ordinary people. Their lives have more vivid unconscious parts than most people, full of absurd ideas, like daydreaming and living in an imaginary world. Let's look at the general characteristics of highly creative people listed by Kenneth Longman: Perhaps the most important characteristic of creative people is their urgent curiosity, and there are few things in the world that they are not interested in. They may not only be interested in the ecology of the northern forest area, but also pay attention to the behavior of teenagers in nightclubs. They read a lot of books on different topics and just seek to understand the problem from a new angle, but they will not find fault with the accuracy of the data they receive. Because of this curiosity, creative people have very active imaginations, and they can generate many ideas quickly. More importantly, imagination stimulates their curiosity and leads them to reveal new connections between things. They always have unusual answers to questions and always creatively explain events (this quality is usually unpopular with their educators). Advertising creative people can't regard a piece of soap as a simple vegetable fat solid for washing, but must see the glorious experience of the manufacturer and the delicate skin of a long list of beautiful women who have used this soap in the past and those who will use this soap in the future. Imagination is the key part of creativity, and the combination of curiosity and imagination leads to people with high creativity not being as black and white as others. They have more information than ordinary people, so they almost always look at everything with colored glasses. Their special talent also makes them prefer complex questions to simple ones, because easy-to-understand questions can easily bore them.
Another characteristic of creative people is that they have strong empathy. Whether they care about other people, animals or inanimate objects, they can easily "feel things the way they feel". Warmth shows their sense of humor, and they usually inject humor when most people find it inappropriate. Creative people are also enthusiastic. In fact, enthusiasm is the driving force of their curiosity and imagination. It replaces a strong sense of mission, accompanied by a lasting sense of loneliness, which also leads them to believe only in their own abilities. Compared with others, they are generally less dependent on authority, less worried about their jobs, and less concerned about salary and status. Accordingly, the fact that they are looking for jobs that can provide excitement and challenges may be the biggest factor that causes the high turnover rate of advertising companies. A creative person is unlikely to change jobs because of salary changes (although job-hopping may be accompanied by a sharp increase in salary), but more to seek more interesting challenges and opportunities.
Finally, creative people are flexible. They find it easy to find and try new ways to solve problems. They are willing to meet new challenges. They can easily connect isolated experiences and quickly separate the sources of information and opinions from the content. They make their own judgments about any information they receive, and are less influenced by the source of information than others.
... sorry, everything on it is copied.
If you have time to read the full article, it will be very enlightening.
In addition, the article is aimed at large-scale comprehensive advertising companies with perfect departments, requiring personnel to have a higher level and more experience in a certain aspect. In the actual employment process, it may be that more small companies require.
The personnel have comprehensive skills, even hold several positions, have strong creative ability, know design, can write some copywriting, and may need to contact the media, TV stations, newspapers, and even go to the printing factory to sign samples on the computer. This requires a strong comprehensive ability and strong communication skills, which are the basic qualities that must be possessed. A lot must come from work experience. Do more, experience more and summarize more, and you will make continuous progress. As for the lack of art foundation, this is not a fatal weakness. Skillful and flexible use of computers will make up for this shortcoming to some extent. Of course, computers are just tools, and the most important thing is your creativity.
I wish you become an advertiser as soon as possible! Successful advertiser! !