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Advertising, marketing and creative agencies employ graphic designers to design and produce the visual features of an advertising campaign or marketing collateral using a variety of media, including photography, film and multimedia design software. They work in creative teams with copywriters, art directors and a creative director and will follow the guidelines of a creative brief to design images which best communicate the client’s messages or views.
Designers will meet with creative teams and account handlers to discuss the client’s objectives and brainstorm ideas following the brief. Depending on the size of the agency, they may even meet directly with clients. Although the majority of work is done using a computer, graphic designers will often illustrate ideas with sketches. Ideas will then be pitched to an art director and the creative director, followed by the client, for approval or amendment. In the event that work is rejected by either the creative director or the client, the designer will have to restart or modify their work until all parties are satisfied.
Graphic designers may produce work for, and attend, new business pitches in order to promote agency work and attract new clients or new accounts. They will usually be responsible for quoting design and production costs and organising timelines.
Designers, like all creatives, need to stay up to date with both consumer and marketing trends, current affairs, popular culture and relevant software development in order to both source inspiration and produce the most cutting edge and engaging work.
Many graphic designers also work on a freelance basis and move frequently between advertising agencies and marketing companies.