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Art directors work in creative teams, usually alongside graphic and web designers and copywriters. They are in charge of designing, producing or approving all visual aspects of a marketing campaign. They work in all media; print, television/film and online.
For each account, they will be given a creative brief from the client, account planner, executive or manager which will state the client’s values, its target audience and the objectives it wants to fulfil through marketing activity. They will meet regularly with account handlers in order to report on progress so that the handlers can keep the client up-to-date. They will also meet with copywriters and designers to discuss a client brief and brainstorm ideas.
Ideas for campaigns will then be pitched to 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 art director will have to restart or modify their work until all parties are satisfied. They will normally work alongside production teams, source photographers, artists, production companies and external creatives and oversee the whole process until completion.
Art directors need to stay up-to-date with both consumer and marketing trends, current affairs and popular culture, in order to both source inspiration and produce the most relevant and engaging work.