A creative director is in charge of a company’s creative image and presentation. Advertising agencies and media companies employ creative directors, but they can also be found in industries that aren’t traditionally thought of as creative, such as banking. Creative directors may be treated as members of the management team, with real managerial authority within the organization, or they may simply be in charge of their own departments, managing the people within them but not necessarily influencing the company’s direction.
Whether a company works in an industry where presentation is a part of the business model, such as fashion, media, or advertising, presentation is everything. Creative directors collaborate with company managers to determine the type of image a company wants to project, and then they maintain tight control over that image to ensure it maintains its integrity. A creative director, for example, would assist a bank in presenting itself as a company that welcomes small depositors and maintains a cooperative community spirit, emphasizing community connections, small-town values, and a welcoming attitude in everything from how tellers dress to how statements are formatted.
Creative directors are in charge of the art department, which is in charge of creating the company’s graphic presentations, but they also deal with copywriters, designers, and any other employees who are involved in the company’s image in some way. A creative director may oversee public relations staff who handle press conferences and media inquiries, assist a company with a radical image change, or help plan an ad campaign.
The job of a creative director has become much more difficult as a result of modern society’s instant access to information. From the launch of new product packaging that falls flat to the revelation of investments in companies or industries that run counter to the company’s stated ethical beliefs, every action a company takes that is inconsistent with its branding and stated mission will be dissected and trumpeted around the world. As a result, a creative director’s image control responsibilities include a lot of damage control.
A creative director’s qualifications vary. There are no hard and fast rules, even when it comes to creative director training programs at colleges. Degrees in fields such as communications, advertising, and business are advantageous, but experience is the best qualification. Salaries for creative directors vary depending on the industry they work in and the size of the company they work for.