Job Description:
An Art Director (AD) is the person responsible for designing ads, websites, outdoor media and brochures for an advertising agency on behalf of its clients. The AD creates and then maintains the visual look for all the work on an account, making sure the client's marketing materials are visually engaging and the selling message is clear.
In a world increasingly driven by computer and mobile phone screens, the visual component of marketing has become even more important, elevating an AD's importance. A good art director translates marketing strategy into a visual language that speaks to the target audience and expresses the brand equity.
In many instances, an ad agency will pair an art director with a copywriter to generate initial campaign concepts, ad ideas and websites. Once the agency's management team selects a direction, it then becomes the AD's responsibility to design the finished work. Often when developing websites with multiple applications and pages, an AD will work with a programmer or a user experience designer to ensure that the site's graphics and technology work together seamlessly to achieve the desired goal.
Salary Range:
Between $42,500 - $70,250 for art directors with at least five years experience. Many ADs earn $100,000 or more depending on the agency's size, market location and the employee's experience. Also, senior art directors working in TV and film studios in markets like New York or Los Angeles may earn up to $150,000 a year.
Special Skills:
- Ability to translate marketing strategy into persuasive layouts, logos and packaging
- Strong background in design
- Willingness to work long hours
- Experience with Photoshop, Illustrator, InDesign, Flash, QuarkXpress, PowerPoint and other programs
- HTML, PHP and other Web experience is often required
- Ability manage a project from concept through production, in multiple media
Education and Training:
Most art director positions require a bachelor's degree in advertising, design, graphic arts and/or related experience. Agencies usually ask for at least three years experience and many ask for at least seven years of experience in advertising or design.
Typical Day:
- Design ads, websites or brochures on computer
- Meet with a copywriter to develop concepts for ad campaign
- Attend brainstorming sessions with other members of creative team to develop concepts for a new business presentation
- Pitch concepts internally to Creative Director or account team
- Call home and tell them not to wait for you to have dinner
Common Misconceptions and Suggestions:
People don't realize that art directors are often responsible for total campaign concepts, developing headlines and suggesting taglines, as well as developing the look.
Although it helps to be able to draw, many art directors are poor illustrators, relying instead on computer skills and photography to communicate the message. Also, it's the AD's job to select illustrators if the layout calls for it.
Some agencies, usually the larger ones, are going to require a bachelor's degree with an emphasis on design, fine arts, graphic arts, or communications. Other agencies will evaluate your career experience and/or accept a bachelor's degree in other fields.
To get your foot in the door and make contacts, you might want to intern at an ad agency. After college if you can't land a job, build your portfolio by freelancing for agencies or directly for clients. A portfolio of great concepts and designs can overcome lack of experience.
Suggested Reading
- How To Land an Interview with an Ad Agency
- 10 Tips to a Perfect Portfolio
- What to Expect from a Career in Advertising
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