You might assume that the job title of ‘creative director’ is saved for the arts and theatre industries. With such a title it would be easy to assume that their job is to direct people that are being creative and therefore it’s a role that is limited to certain industries. However, Bennet Schwartz would tell you differently. He believes that all businesses need a creative director and when you read what he has to say, you might well find yourself agreeing with him!

What Exactly is a Creative Director?

As the name suggests, they are head of a company’s creative team. However rather than this meaning they’re just in charge of artists and actors, they’re also in change of design teams, web developers and even the companies content writers! Any projects within a company would usually have to be passed through the creative director before getting signed off to show any clients. They act as the point of contact between marketing and clients – to ensure that everything runs smoothly and that all parties get what they need.

What Does Bennet Schwartz Have to Say About It?

Everyone knows that branding within a business is important. The right branding makes you instantly recognisable to both your customers and potential new business. For example, you probably already know what the Coca Cola logo looks like, or which brand I am talking about when I say “Just Do It”. That is all down to branding and the power of advertising it in the right way to the right people. Bennett Schartz knows the important of the right branding and such feels that every single company should have a creative director – to strengthen their advertising and make sure they get things right.

What Does He Say A Creative Director Needs?

Although Schwartz believes that every company should have a creative director, he believes they should have the right one. For example, he would expect them to have a relevant degree – or something in business, graphic design or marketing. He would also expect them to have a number of years under their belt before they are promoted to the important role of creative director. They should also have a number of skills to make sure they’re right for the role. Jobs they may be expected to carry out are:

  • Scheduling and planning print
  • Communicating with various advertising agencies
  • Hiring the right staff to join the team
  • The Management of advertising campaigns including an online presence via SEO
  • Be on top of social media trends and keep exposure at a high level.

They should be able to manage a team, delegate work and ensure that the client’s needs are met at all times. There is no denying that the role of creative director is one that is fast-paced and ever changing, but speak to any creative director and they’ll likely tell you how rewarding it is too!