AboutPeter Gabany Expertise Strategic planning:
Objective based advertising, Ad creative, Writing, Photography - buying and making, Illustration - buying, Print, Outdoor, Event, Media, Media Planning, Broadcast, How to select an agency, What the client must provide, Pitching a client / being pitched
Experience Over 25 years in the business - 22 years operating an agency. Creative direction and agency management.
Question QUESTION: Hi. I'm thinking of a career in advertising and I have a question. I know that art directors focus on creating the ads and account executives work on the business side, but are there any jobs that combine the creative and business side of advertising? Thanks
ANSWER: Danielle,
Great question… seriously.There isn't a job in advertising as far as we're concerned that does NOT combine business with creative. However all too often “art types” (self included) start with the misconception that art is the governing force of advertising.
And when I say advertising I prefer to use the term communications. In many respects “advertising” of yesteryear is dying or probably on life support. Communications - a term that can include advertising, sales promotion, event marketing, buzz marketing, design, internet and so much more… think I ran out? Guess again… social marketing, public relations, loyalty programs, SEO, and on and on and on. In the late 80's there was a term for all of this - integrated communications. This is the melding together of various disciplines to better answer a BUSINESS problem.
A good graphic designer/art director who takes the trouble to learn the language of business will make for a better employee than one that understands the aspects of kerning and leading. All the handles used above (PR, sales promo and the like) are all businesses and they all do work for businesses it should stand to reason that one would better be able to service their clientele if they understood business.
But here is the difference. If you are a great designer and come up with the most unique graphic solutions you will NOT necessarily be invited to sit at the right hand side of the CEO or President of the company. But if you demonstrate that you know and understand their language and speak to the strategic advantage of design and how it can impact business and industry you will have their ear.
Great ideas soar only when their is buy in, otherwise they remain on the ground. In order to be in a position to have your ideas taken seriously - no matter how bizarre or conservative - you must be able to understand and support those ideas with solid business rationale. To be able to write a rationale, you must understand the language of business.
I am excited for you. If you are going into this field with a question like this then the chances for employment should be great. PLEASE… don't only look at advertising schools but explore all aspects of the business types above and find something that works for you.
Regards,
Pete
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QUESTION: Do all ad agencies have an extremely laid-back environment? I mean, is it usually corporate casual?
ANSWER: LOL! No not at all. Some places are all grind and watch your back. This is especially true of the account management side - you had better be buttoned down business. Some places are just the opposite. Agencies are a business and production pays bills. Each hour is rung dry of sweat and tears but there are tremendous rewards.
Cheers,
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QUESTION: I have a few more questions. Do account executives only act as the liaison between the creative department and the client? Or, are they involved in the creative process at all? Is it ever possible to go from an account executive or art director position to being an executive in the company? Don't most companies(large and small) have in-house marketing departments that they use and wouldn't need an ad agency?
Answer Another good question. Account people - if they are good - will insist on getting involved in the creative process, but in some agency that is taboo. Some respect the input, others are less generous. In an open minded agency one would hope and think that a great idea can come from anyone in the agency and hopefully it will be encouraged.
Marketing is NOT advertising and oddly no, there is not always a marketing department but there is always someone in the company working to open markets. These companies are the first ones to need an agency but marketing powerhouses like Unilever and Proctor and Gamble have scads of ad agencies - all looking to find the next best ad campaign. One of the drivers being that people too close to the source have limited or jaded ideas whereas fresh eyes can breed new and wonderful campaigns.
There will always be room for advertising agencies, graphic design agencies, PR agencies, event marketing people, sales promotion people, direct marketing people and so on.
