Art director advertising (Art director (reclame))
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An art director working in the advertising world is responsible for the visual part of an advertising campaign, such as a television advertisement, internet advertisement, leaflet or other type of promotional material. An art director working within the advertising world belongs to the graphic sector, with a strong link to the marketing industry because an art director focuses on promotional material and advertising drawings. It is the art director who converts the ideas of a client into concrete visual images. As an art director, being able to work with graphic software programs is very important, because nowadays almost everything goes with the computer. The use of film techniques is also important as an art director, because as an art director you have to deal with moving images. These images can be film recordings of people or animals, but they can also be illustrations, depending on the type of assignment. As an art director within the advertising world, you generally work with different professionals. Think, for example, of copywriters who are responsible for the advertising texts, or of other graphic designers who further develop the ideas. As an art director, creativity and communication play an important role, because you will always have to come up with new ideas and you will also work together with various colleagues. In short, we can best describe the work of an art director as thinking about how an advertisement, advertising poster or flyer can look best to advertise in the best way. The profession of art director can be called an important profession within the advertising world, because results count. Nowadays, the profession of art director occurs in practice in different ways.
An art director is therefore a graphic designer, with the important difference that an art director will focus on commercial work. The profession of art director also occurs in sectors other than the advertising sector, such as within the film world. An art director who works within the advertising industry usually works together with a copywriter. It is the copywriter who comes up with the advertising texts and it is the art director who comes up with the images for the advertising. As a copywriter and as an art director, in most cases you will also first carry out market research, in order to match the wishes of the client as well as possible. As an art director, you make advertising material, which nowadays in many cases will relate to advertising material for the internet. Think, for example, of short commercials that are shown to viewers in advance of videos, or of fixed drawn advertisements that are shown on websites. As an art director, it is very important that you have a lot of creativity, because you have to come up with catchy new advertising campaigns every time, which meet the wishes of the client.
DIFFERENCE ART DIRECTOR AND GRAPHIC DESIGNER
The professions art director and graphic designer have many similarities with each other, but the professions differ from each other in terms of content, because a graphic designer does not focus on promotional material. An art director does focus on promotional material, together with the copywriter. If an art director also works as a graphic designer, one also speaks of a communication designer.
WHAT DOES AN ART DIRECTOR ADVERTISING DO:
TRAINING TO BECOME AN ART DIRECTOR (ADVERTISING)
An art director is generally trained at hbo level, such as the hbo-programme Communication & Multimedia Design (CMD). A suitable preliminary education for this profession is the MBO training graphic designer. The Hbo programme in visual arts is also possible, but this programme is less focused on the commercial. In addition, there are also plenty of external training institutes where you can follow a course. Accounting is also important as an entrepreneur.
COMPANIES WHERE AN ART DIRECTOR (ADVERTISING) CAN BE EMPLOYED
An art director within the advertising world generally works for an advertising agency or a marketing agency. In general, these are companies that focus on the online world. In addition, it is conceivable that an art director works as an entrepreneur and works for various clients. As an art director, you can also work for larger media companies that have their own image editors.
COMPETENCES ART DIRECTOR (ADVERTISING)
The most important competence as an art director is that an art director must have a lot of creativity. In addition, communication as an art director can be regarded as an important competence, because an art director will work a lot with different clients and colleagues. In general, inspiration can also be regarded as an important competence, because constantly coming up with good advertising images is not very easy. If you work as an art director as an entrepreneur, the ability to network and negotiate can also be regarded as an important competence. Generally important words are passion, energy, further training, perseverance, independence, stress resistance, consultation, planning, organizing and performing.
LABOUR MARKET PERSPECTIVE AND CAREER OPPORTUNITIES AS ART DIRECTOR (ADVERTISING)
The job market perspective as an art director within the advertising industry is generally fairly good if you have the right training. Advertising is important for many companies, so there is enough demand for good art directors. The career opportunities as an art director depend on where exactly you work, but this can be, for example, getting more responsibilities such as being allowed to carry out important advertising campaigns. Within the larger advertising agencies, there may also be a creative director, who will manage all the different art directors and copywriters. Another name for creative director can also be team leader. Of course, starting your own business can also be seen as growing within your career as an art director.
TERMS OF EMPLOYMENT AND SALARY ART DIRECTOR (ADVERTISING)
As an art director, you will generally fall under the Collective Labour Agreement for Graphic Media, depending on your employer. An art director with a completed bachelor's degree will usually earn a salary between 2500 and 3500 gross per month depending on education, age and further responsibilities. It is conceivable that an art director with many responsibilities will earn more.
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