Leading Creative Teams Management Career Paths for Designers, Developers, and Copywriters 1st Edition by Eleazar Hernandez ISBN 1484220552 9781484220559

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ISBN 10:    1484220552
ISBN 13: 978-1484220559
Author:      Eleazar Hernández

Learn the skills you must master to assume leadership roles―creative directors, art directors, and advertising managers―on creative teams and in integrated branding campaigns for corporate clients. This book compares and contrasts the skill sets and responsibilities of creatives with those of managers who direct creative teams. Technical competence in the creative arts is a necessary but not sufficient prerequisite for promotion to and success in positions directing creative teams. Business, management, and communication skills are equally necessary.

Leading Creative Teams reviews the business metrics that the manager of a creative team must be able to manipulate and present persuasively to the organization to prove that the team’s creative excellence delivers superior ROI. Award-winning designer and veteran creative director Eleazar Hernández walks you through the creative manager’s skill sets―technical, business, management, and communication. He covers the techniques and tools common to the direction of creative teams in all industries: brainstorming, creative exploration and visual communication tools, internal and client presentations, critiquing, mentoring, and copywriting.

Hernández shows how creative directors can apply management and leadership skill sets to different kinds of creative teams found across interactive, graphic design and advertising industries and how they orchestrate methods among team members. He details how creative teams vary in their concepts and principles, composition, objectives, and processes according to their specific industries and project requirements. And he shows you how to shape your career trajectories toward creative management roles in your chosen field.

Leading Creative Teams features information on the processes and best practices for ideating, developing, and directing advertising campaigns, graphic design projects, :30 TV spot and :30 radio spots. Drawing on interviews with top creative directors, art directors, and advertising managers, the author explores how the roles of creative team managers are evolving in response to changing technologies and business models.

What You’ll Learn

• Learn the technical, business, and management skill sets of creative management
• Lead and orchestrate teams of creatives
• Discover tips, tricks, and techniques for creative direction of web, broadcast, and print projects
• Shape your career trajectory toward creative management
• Learn the dos and don’ts of creative presentations

Who This Book Is For
Mid-level and junior creatives―graphic designers, web designers, copywriters, and artists―and ad students who seek information on the specific skills, experience, and credentials they need to qualify for promotion to creative management. The secondary readership is creative directors, art directors, and advertising managers who lead web interactive, design, and advertising creative teams and who develop and direct integrated branding campaigns for corporate clients.

Leading Creative Teams Management Career Paths for Designers, Developers, and Copywriters 1st Table of contents:

Chapter 1: Start with a Blank Piece of Paper

• Where Creatives Are Lacking
• Good Fortune
• Flexibility
• From Creative Doing to Creative Leading
• The Story of a Young Hungry Creative
• Creative Direction: Defined
• The CD
• Tips to Prepare for Creative Leadership
• Congratulations, You’ve Been Promoted. Now What?
• How Do You Manage?
• Taking Care of More Than Yourself
• Have Some “Groove Time”
• Set Expectations
• Delegate
• In a Nutshell

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Chapter 2: Leading a Creative Team

• Qualities of a Great Creative Leader
  • Love What You Do
  • Have Great Taste
  • Speak the Lingo
  • Champion Someone Else’s Work
  • Enjoy Watching Others Create Great Things
  • Give Away Your Ideas
  • Defend Your Team and the Work
  • Be a Mentor
  • Always Strive to Do Better Work
  • Be a Great Presenter
  • Be a Good Listener
  • Share
  • Stand for Something
  • Believe
• Potential Creative Team Personalities
  • “Keep Me Informed” Team Member
  • “Get Out of My Way” Team Member
  • “Life Isn’t Fair! Why Can’t I Do That?!” Team Member
  • “I Need to Be Told What to Do” Team Member
• Desired Team Members
• Mentoring a Creative Team
  • You Should Always Do Your Best Work
  • Spend Time Learning About Your Client
  • Build a Network of Trusted Contemporaries
  • Be Honest. Really Honest.
  • If You Want to Be Good at What You Do, Work at It.
  • Be Honest with Yourself. Don’t Show Crap Work.
  • Sketch. Write. Repeat.
  • Control What You Can.
  • Expect More.
  • Don’t Be a Whiner.
• In a Nutshell

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Chapter 3: Leading an Advertising Creative Team

• Advertising Creative Team Members
  • Art Director
  • Copywriter
  • Traffic/Production Manager
  • Additional Creative Team Members
• Advertising Creative Team Objectives
• Creating the Dupla
• Advertising Creative Team Direction: Leadership Skills
• How to Review Work from Your Team
• Playing the Game
• Getting the Best from Your Art Directors and Copywriters
• Getting the Best from Your Traffic Manager
• Working Well with Account Executives
• Disseminating The Message with the Media Department
• Getting the Word Out with Public Relations
• In a Nutshell

---

Chapter 4: Leading a Design Creative Team

• Elements of Graphic Design
• Principles of Graphic Design
• Design and Strategy
• Working with a Design Team
• Guarding Your Team’s Creative Flow
• Design Process
  • Define
  • Describe
  • Discover
  • Design
  • Develop
  • Deliver
• Know Your Design Team
• In a Nutshell

---

Chapter 5: Brainstorming

• Capturing Ideas
  • Sketchbook
  • Project Folder
  • Project Binder
• Ground Rules
  • Rule 1—Inspired Location
  • Rule 2—No No’s
  • Rule 3—Be Prepared
  • Rule 4—Time Limit
• Brainstorming Solo
• Brainstorming in a Group
• Parameters
  • No Idea Is Bad
  • Empty Your Brain of the Obvious
  • The Path of Most Resistance
  • Understand Yourself
  • Combine Different Parts into a New Whole
  • Know When to Walk Away
• Editing and Evaluating Ideas
  • Voice of Judgment
  • Diamond in the Rough
• In a Nutshell

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Chapter 6: Creative Exploration Tools

• What Are Thumbnail Sketches?
• Why Is Thumbnailing a Good Thing?
• The Role of Sketching During the Ideation Phase
  • Save Time
  • Developing Skills That Communicate Ideas Effectively
  • No Tweaking
  • Happiness in Multiples
  • Repetition Is Not a Good Thing
  • Archive Your Thumbnails
• Five Uses for Thumbnail Sketching
  1. Concept Development
  2. Composition or Layout
  3. Communication and Approval
  4. Visual Exploration
  5. Refining Visual Solutions
• Things to Consider When Thumbnailing
• Visual Shorthand for Creative Communication: Examples
• In a Nutshell

---

Chapter 7: The Art of the Critique

• Why Critique?
• Are Internal Critiques with Your Account Service Team Necessary?
• Is There Value to Internal Critiques Before Showing Work to the Client?
• How to Receive a Critique: A Grain of Salt
• Why Do Creatives Avoid Critiques?
• Who Else Can Critique Work?
• Who Is Really in the Hot Seat?
• Where Do You Begin?
• The Truth Hurts… Sometimes
• “I Would Have Designed It Like This” Critique
• “Dive-Bomber” Critique
• “Vague and Pointless” Critique
• Critique the Right Way
  • Understand the Parameters of the Assignment
  • Start with a Positive
  • What Would You Improve?
  • If You Love It, Let Them Know
  • Know When to Draw the Line
  • Give Them Something to Do
  • Keep Things Objective: Stick to the Creative Brief
  • Critiques Should Evolve
• Materials and Rooms
  • Printed Work
  • Out-of-Home
  • Broadcast or Web
  • What Kind of Room Should You Use?
• In a Nutshell

---

Chapter 8: The Art of the Pitch

• Selling Creative Ideas
• Prepping for the Pitch
• Three Ways to Pitch Ideas
  • Extemporaneous Presentations
  • Keyword Presentations
  • Rehearsed Presentations
• Engage the Audience
• Pacing Your Presentation
• Setting the Stage
• Build Trust
• The Target Audience
  • ¿Me entiendes?
• Now It’s Time for the Spotlight
  • Be Happy. Smile. Make Eye Contact.
  • Body Posture
  • Seated Presentation
  • Standing Presentation
  • Presenting from a Lectern
• Work the Room
  • Don’t Be a Cocky Jerk
  • Take Small Bites, Giuseppe!
  • So a Designer and a Copywriter Walk into a Bar…
• Defend Your Work
• Caveat: Don’t Ever Show Crap Work
• Life and Death by the Deck
• We Are Visual Creatures
• Write for Brevity
• Always Keep Your Audience Guessing
• To Comp or Not to Comp? That Is the Question
• Handouts Before the Pitch? Just Say “No!”
• Case Study
• In a Nutshell

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Chapter 9: The Art of Copywriting

• Writing Framework
• Headline Frameworks
• Writing Classification
  • Product
  • Medium
  • Style
• Writing for Your Client’s Target Market
• Unique Selling Proposition
• Call to Action
• Final Tips
• In a Nutshell

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Chapter 10: The Art of TV and Radio

• The Bottom Line
• The Creative Brief
• The Creative Process
• Storyboards
• Shot List Terminology
• Budgets
• Production Company
• Sound Design
• The Radio Spot
  • Mention the Product
  • Discuss Its Benefits
  • Offer an Enticement
  • The Call to Action and Reminder
• Producing the Radio Spot
• In a Nutshell

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Chapter 11: Career Trajectories to Creative Leadership

• What Exactly Is a Creative Director, and Do I Really Want to Become One?
• Do I Need a Bachelor’s Degree?
• Is Experience Required?
• Do I Need a Graduate Degree?
• Is Advancing to Creative Director the End of the Road?
• Is There an Accreditation for Creatives?
• Is Professional Experience Mandatory?
• Do Creative Leaders Really Need Management Skills?
• In a Nutshell

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Chapter 12: Invest in Your People

• Investment on the Front End
• Invest Your Time
• Roll Out
• Be Generous, but Honest
• Make ‘Em Laugh
• Invest Your Money
• Invest Your Expertise
• Benefits of Investing in Your People
  • To Attract and Keep Great Creatives
  • To Make Your Creatives More Capable
  • To Keep Creatives Engaged
  • To Save and Earn Money
• Investing in Your Future
• Motivating Your Creatives
• In a Nutshell

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Chapter 13: Don’t Just Take It from Me

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Chapter 14: The Final Nutshell

• You Can Do It
• Talk to Me
• It’s Up to You

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