Hernández Leading Creative Teams

Management Career Paths for Designers, Developers, and Copywriters
1. ed
ISBN: 978-1-4842-2056-6
Verlag: Apress
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 229 Seiten

Learn the skills you must master to assume leadership roles-creative directors, art directors, and advertising managers-on creative teams and in integrated branding campaigns for corporate clients. This book compares and contrasts the skill sets and responsibilities of creatives with those of managers who direct creative teams. Technical competence in the creative arts is a necessary but not sufficient prerequisite for promotion to and success in positions directing creative teams. Business, management, and communication skills are equally necessary. Leading Creative Teams reviews the business metrics that the manager of a creative team must be able to manipulate and present persuasively to the organization to prove that the team's creative excellence delivers superior ROI. Award-winning designer and veteran creative director Eleazar Hernández walks you through the creative manager's skill sets-technical, business, management, and communication. He covers the techniques and tools common to the direction of creative teams in all industries: brainstorming, creative exploration and visual communication tools, internal and client presentations, critiquing, mentoring, and copywriting. Hernández shows how creative directors can apply management and leadership skill sets to different kinds of creative teams found across interactive, graphic design and advertising industries and how they orchestrate methods among team members. He details how creative teams vary in their concepts and principles, composition, objectives, and processes according to their specific industries and project requirements. And he shows you how to shape your career trajectories toward creative management roles in your chosen field.Leading Creative Teams features information on the processes and best practices for ideating, developing, and directing advertising campaigns, graphic design projects, :30 TV spot and :30 radio spots. Drawing on interviews with top creative directors, art directors, and advertising managers, the author explores how the roles of creative team managers are evolving in response to changing technologies and business models.What You'll LearnLearn the technical, business, and management skill sets of creative managementLead and orchestrate teams of creativesDiscover tips, tricks, and techniques for creative direction of web, broadcast, and print projectsShape your career trajectory toward creative managementLearn the dos and don'ts of creative presentationsWho This Book Is For
The primary readership is mid-level and junior creatives-graphic designers, web designers, copywriters, and artists-and ad students who seek information on the specific skills, experience, and credentials they need to qualify for promotion to creative management. The secondary readership is creative directors, art directors, and advertising managers who lead web interactive, design, and advertising creative teams and who develop and direct integrated branding campaigns for corporate clients.

Eleazar Hernández is the Creative Director of Jugar. As creative director at a succession of agencies, he developed and directed integrated branding campaigns for hundreds of regional, national ,and international corporate clients in the retail, utility, financial, higher education, healthcare, development, medical, fitness, and construction industries. He was an adjunct professor of graphic design at Sage Colleges in New York. Hernández was named among the Nation's Top 30 Designers to Watch by Graphic Design: USA magazine. A veteran of the United States Air Force, Hernandez recieved a BFA in Graphic Design from New Mexico State University and an MA in Art History and PhD classes in Anthropology from the University of Texas at San Antonio.

Autoren/Hrsg.

Hernández, Eleazar

Inhaltsverzeichnis

1;Contents;6
2;About the Author;7
3;Acknowledgments;8
4;Introduction;9
5;Chapter 1: Start with a Blank Piece of Paper;14
5.1;Where Creatives Are Lacking;15
5.2;Good Fortune;16
5.3;Flexibility;17
5.4;From Creative Doing to Creative Leading;18
5.4.1;The Story of a Young Hungry Creative;18
5.4.2;Creative Direction: Defined;20
5.5;The CD;22
5.6;Tips to Prepare for Creative Leadership;23
5.6.1;Congratulations, you’ve been promoted. Now what?;23
5.6.2;How do you manage?;23
5.6.3;Taking care of more than yourself;24
5.6.4;Have some “groove time”;24
5.6.5;Set Expectations;26
5.6.6;Delegate;26
5.7;In a Nutshell;27
6;Chapter 2: Leading a Creative Team;28
6.1;Qualities of a Great Creative Leader;29
6.1.1;Love What You Do;29
6.1.2;Have Great Taste;29
6.1.3;Speak the Lingo;30
6.1.4;Champion Someone Else’s Work;31
6.1.5;Enjoy Watching Others Create Great Things;31
6.1.6;Give Away Your Ideas;31
6.1.7;Defend Your Team and the Work;32
6.1.8;Be a Mentor;32
6.1.9;Always Strive to Do Better Work;32
6.1.10;Be a Great Presenter;33
6.1.11;Be a Good Listener;33
6.1.12;Share;33
6.1.13;Stand for Something;33
6.1.14;Believe;34
6.2;Potential Creative Team Personalities;34
6.2.1;“Keep Me Informed” Team Member;34
6.2.2;“Get Out of My Way” Team Member;35
6.2.3;“Life Isn't Fair! Why Can't I Do That?!” Team Member;35
6.2.4;“I Need to Be Told What to Do” Team Member;36
6.3;Desired Team Members;37
6.4;Mentoring a Creative Team;37
6.4.1;You should always do your best work.;37
6.4.2;Spend time learning about your client.;38
6.4.3;Build a network of trusted contemporaries.;38
6.4.4;Be honest. Really honest.;38
6.4.5;If you want to be good at what you do, work at it.;38
6.4.6;Be honest with yourself. Don’t show crap work.;39
6.4.7;Sketch. Write. Repeat.;39
6.4.8;Control what you can.;39
6.4.9;Expect more.;39
6.4.10;Don’t be a whiner.;40
6.5;In a Nutshell;40
7;Chapter 3: Leading an Advertising Creative Team;42
7.1;Advertising Creative Team Members;43
7.2;Your Team;44
7.2.1;Art Director;44
7.2.2;Copywriter;45
7.2.3;Traffic/Production Manager;45
7.2.4;Additional Creative Team Members;45
7.2.5;Advertising Creative Team Objectives;47
7.2.6;Creating the Dupla;47
7.2.7;Advertising Creative Team Direction: Leadership Skills;48
7.2.8;How to Review Work from Your Team;49
7.3;Playing the Game;50
7.3.1;Getting the Best from Your Art Directors and Copywriters;51
7.3.2;Getting the Best from Your Traffic Manager;52
7.3.3;Working Well with Account Executives;53
7.3.4;Disseminating The Message With The Media Department;55
7.3.5;Getting The Word Out With Public Relations;55
7.3.6;In a Nutshell;56
8;Chapter 4: Leading a Design Creative Team;57
8.1;Elements of Graphic Design;58
8.2;Principles of Graphic Design;59
8.3;Design and Strategy;60
8.4;Working with a Design Team;61
8.5;Guarding Your Team’s Creative Flow;61
8.6;Design Process;62
8.6.1;Define;63
8.6.2;Describe;63
8.6.3;Discover;63
8.6.4;Design;64
8.6.5;Develop;65
8.6.6;Deliver;65
8.7;Know Your Design Team;66
8.8;In a Nutshell;67
9;Chapter 5: Brainstorming;68
9.1;Capturing Ideas;69
9.1.1;Sketchbook;69
9.1.2;Project Folder;70
9.1.3;Project Binder;71
9.2;Ground Rules;71
9.2.1;Rule 1—Inspired Location;71
9.2.2;Rule 2—No No’s;72
9.2.3;Rule 3—Be Prepared;72
9.2.4;Rule 4—Time Limit;73
9.3;Brainstorming Solo;73
9.4;Brainstorming In a Group;73
9.5;Parameters;75
9.6;No Idea Is Bad;75
9.7;Empty Your Brain of the Obvious;76
9.8;The Path of Most Resistance;76
9.9;Understand Yourself;76
9.10;Combine Different Parts into a New Whole;76
9.11;Know When to Walk Away;77
9.12;Editing and Evaluating Ideas;78
9.13;Voice of Judgment;79
9.14;Diamond in the Rough;80
9.15;In a Nutshell;80
10;Chapter 6: Creative Exploration Tools;86
10.1;What Are Thumbnail Sketches?;87
10.2;Why Is Thumbnailing a Good Thing?;88
10.3;The Role of Sketching During the Ideation Phase;89
10.3.1;Save Time;89
10.4;Developing Skills That Communicate Ideas Effectively;90
10.4.1;No Tweaking;91
10.4.2;Happiness in Multiples;91
10.4.3;Repetition Is Not a Good Thing;92
10.5;Archive Your Thumbnails;93
10.6;Five Uses for Thumbnail Sketching;93
10.6.1;1. Concept Development;94
10.6.2;2. Composition or Layout;97
10.6.3;3. Communication and Approval;98
10.6.4;4. Visual Exploration;98
10.6.5;5. Refining Visual Solutions;100
10.7;Things to Consider When Thumbnailing;100
10.7.1;Visual Shorthand for Creative Communication: Examples;101
10.8;In a Nutshell;102
11;Chapter 7: The Art of the Critique;104
11.1;Why Critique?;105
11.1.1;Are internal critiques with your account service team necessary?;105
11.1.2;Is there value to internal critiques before showing work to the client?;106
11.2;How to Receive a Critique: A Grain of Salt;106
11.3;Why Do Creatives Avoid Critiques?;107
11.3.1;Who Else Can Critique Work?;108
11.3.2;Who Is Really in the Hot Seat?;108
11.4;Where Do You Begin?;108
11.5;The Truth Hurts… Sometimes;109
11.5.1;“I Would Have Designed It Like This” Critique;109
11.5.2;“Dive-Bomber” Critique;109
11.5.3;“Vague and Pointless” Critique;110
11.6;Critique the Right Way;110
11.6.1;Understand the Parameters of the Assignment;110
11.6.2;Start with a Positive;110
11.6.3;What Would You Improve?;111
11.6.4;If You Love It, Let Them Know;111
11.6.5;Know When to Draw the Line;111
11.6.6;Give Them Something to Do;112
11.6.7;Keep Things Objective: Stick to the Creative Brief;112
11.7;Critiques Should Evolve;112
11.8;Materials and Rooms;113
11.8.1;Printed Work;113
11.8.2;Out-of-Home;114
11.8.3;Broadcast or Web;114
11.8.4;What Kind of Room Should You Use?;114
11.9;In a Nutshell;114
12;Chapter 8: The Art of the Pitch;115
12.1;Selling Creative Ideas;116
12.1.1;Prepping for the Pitch;117
12.1.2;Three Ways to Pitch Ideas;117
12.1.2.1;Extemporaneous presentations;118
12.1.2.2;Keyword presentations;118
12.1.2.3;Rehearsed presentations;118
12.1.3;Hello My Name Is…;119
12.1.4;Engage the Audience;119
12.1.5;Pacing Your Presentation;120
12.1.6;Setting the Stage;121
12.1.7;Build Trust;121
12.1.8;The Target Audience;122
12.1.9;¿Me entiendes?;122
12.2;Now it’s Time for the Spotlight;123
12.2.1;Be happy. Smile. Make eye contact.;123
12.2.2;Body posture;124
12.2.2.1;Seated presentation;124
12.2.2.2;Standing presentation;125
12.2.2.3;Presenting from a lectern;125
12.2.3;Work the Room;126
12.2.4;Don’t be a Cocky Jerk;126
12.2.5;Take Small Bites, Giuseppe!;127
12.2.6;So a Designer and a Copywriter Walk into a Bar…;128
12.2.7;Defend Your Work;128
12.2.8;Caveat: Don’t Ever Show Crap Work;129
12.3;Life and Death by the Deck;129
12.3.1;We Are Visual Creatures;129
12.3.2;Write for Brevity;131
12.3.3;Always Keep Your Audience Guessing;131
12.3.4;To Comp or Not to Comp? That is the Question;131
12.3.5;Handouts Before the Pitch? Just Say “No!”;132
12.3.6;A Roadmap for You to Follow;132
12.4;Case Study;136
12.5;In a Nutshell;137
13;Chapter 9: The Art of Copywriting;138
13.1;Writing Framework;139
13.2;Headline Frameworks;140
13.3;Writing Classification;142
13.3.1;Product;142
13.3.2;Medium;143
13.3.3;Style;143
13.4;Writing for Your Client’s Target Market;144
13.5;Unique Selling Proposition;146
13.6;Call to Action;146
13.6.1;Final Tips;147
13.6.2;In a Nutshell;147
14;Chapter 10: The Art of TV and Radio;149
14.1;The Bottom Line;150
14.2;The Creative Brief;150
14.3;The Creative Process;152
14.4;Storyboards;153
14.5;Shot List Terminology;155
14.6;Budgets;160
14.7;Production Company;161
14.8;Sound Design;162
14.9;The Radio Spot;163
14.9.1;Mention the Product;163
14.9.2;Discuss Its Benefits;163
14.9.3;Offer an Enticement;163
14.9.4;The Call To Action And Reminder;164
14.9.5;Producing The Radio Spot;164
14.10;In A Nutshell;165
15;Chapter 11: Career Trajectories to Creative Leadership;166
15.1;What Exactly Is a Creative Director, and Do I Really Want to Become One?;167
15.2;Do I Need a Bachelor’s Degree?;170
15.3;Is Experience Required?;171
15.4;Do I Need a Graduate Degree?;172
15.5;Is Advancing to Creative Director the End of the Road?;173
15.6;Is There an Accreditation for Creatives?;173
15.7;Is Professional Experience Mandatory?;174
15.8;Do Creative Leaders Really Need Management Skills?;175
15.9;In a Nutshell;176
16;Chapter 12: Invest in Your People;178
16.1;Investment on the Front End;178
16.2;Invest Your Time;179
16.2.1;Roll Out;180
16.2.2;Be Generous, but Honest;180
16.2.3;Make'Em Laugh;180
16.3;Invest Your Money;181
16.4;Invest Your Expertise;182
16.5;Benefits of Investing in Your People;182
16.5.1;To Attract and Keep Great Creatives;183
16.5.2;To Make Your Creatives More Capable;185
16.5.3;To Keep Creatives Engaged;185
16.5.4;To Save and Earn Money;185
16.6;Investing in Your Future;185
16.7;Motivating Your Creatives;186
16.8;In a Nutshell;187
17;Chapter 13: Don’t Just Take It from Me;188
18;Chapter 14: The Final Nutshell;220
18.1;You Can Do It;221
18.2;Talk to Me;221
18.3;It’s Up to You;222
19;Index;223