Advertising Art Director

Also known as:

Artist (Advertising)
Designer (Advertising)
Graphic Designer (Advertising)

Introduction

Advertising art directors are responsible for the look of advertisements and commercials on TV, the Internet, newspapers, magazines and posters. They work with copywriters to produce eye-catching and effective advertisements.

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Work Activities

Advertising art directors are responsible for the appearance and presentation of printed advertising material, Internet advertising and television commercials.

For printed advertisements, the creative team of art director and copywriter work from a client's brief. The brief provides information about the product or service the client wishes to promote and the target audience. The art director and copywriter produce a number of possible advertising ideas that include rapidly sketched illustrations known as 'storyboards' or 'roughs'.

In preparing advertisements, the creative team must consider both content (headlines, slogans, text and illustrations) and visual appearance that is affected by the use of space, colour and typeface.

Although the design may need to be interesting, exciting, appealing or eye-catching, the creative team must remember that its prime purpose is to sell a product.

A rough idea, once approved by the client, is translated by the art director into the final advertisement. Sometimes art directors produce the required illustrations themselves, but more often they select and commission suitable artists. This may involve examining portfolios of drawings, photographs, cartoons and graphic designs. Art directors instruct the typographer about typeface and layout, and check the final advertisement before it is sent to the printers.

Art directors design a wide range of printed material including posters, leaflets, brochures, packaging and display material.

Some art directors work on television commercials. They may be required to select a film director or production company by looking through show reels and choosing actors, actresses and locations. Art directors attend all production meetings, and supervise filming and editing of both film and soundtracks. They may also work with agencies providing special effects or computer-generated images.

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Personal Qualities and Skills

As an art director, you'll need creativity, a lively imagination and sufficient knowledge of the arts to use theatre, cinema, literature and painting as a source of inspiration. You need the confidence and ability to communicate new ideas and visual concepts. You must be flexible to adapt ideas to client's needs.

You need to be observant with an eye for detail.

Most art directors have backgrounds in graphic design and have knowledge of photography, typography and printing techniques.

You need good IT skills in relevant art and design software such as Photoshop.

You must be able to plan and prioritise work. The ability to withstand (and preferably thrive on) pressure is essential as you'll often have to work to very tight deadlines.

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Pay and Opportunities

The pay rates given below are approximate.

Advertising art directors earn in the range of £25,000 - £40,000 a year, rising to £45,000 - £55,000. Higher earners can make around £60,000 - £70,000 a year.

Advertising art directors work a basic 39-hour week, Monday to Friday. However, irregular hours and weekend work are sometimes required, especially as deadlines approach.

Most art directors work for advertising agencies throughout the UK. Some art directors work in the advertising or marketing department of large organisations.

There are opportunities for experienced people to work as freelance art directors.

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Adult Opportunities

It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Employers usually ask to see a diverse portfolio of your creative work.

If you don't have the qualifications needed to enter your chosen degree or HND course, a college or university Access course (eg, Access to Art and Design) could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

Some employers prefer applicants to have postgraduate qualifications in advertising.

• 7% of people in occupations such as advertising art direction are self-employed.
• 9% work part-time.
• 5% have flexible hours.

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