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 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.
