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The creative director of a marketing company is the person in charge of the creative teams and is accountable for all the creative output – image, sound and language – which is produced for clients. They will supervise copywriters, designers, planners, developers and account handlers to ensure that the client’s interests are being met.
Creative directors will meet regularly with all members of the creative department to keep up-to-date on all progress, stimulate staff and offer ideas where appropriate. In agencies with lucrative accounts and high-profile clients, the creative director may be the one who puts together marketing plans, communications proposals, writes copy and delivers pitches in line with client objectives. They present work and go to meetings to try and win new business. Often, these responsibilities will also be carried out by creative staff and account handlers.
The creative director is ultimately responsible for the success or failure of a marketing campaign – in the case of success, they will take much of the credit; if the campaign does not meet its objectives then the creative director is similarly held liable. In this respect, creative directors must ensure that they get the best possible work from their teams. They must approve it themselves and be able to sell it confidently to clients.
Creative directors need to stay up-to-date with relevant consumer behaviour and marketing trends, current affairs and popular culture, in order to both source inspiration and produce the most relevant and engaging campaigns. Some creative directors are employed on a freelance basis depending on the agency and the creative director’s area of specialisation.