Kathy wrote:
>While I will concede to Suz that advertising agencies may have more
>"graphically" creative folks -- when compared with 'corp comm' firms --
>I take issue with the assertion that folks who deal with words and
>businesses are somehow "less creative" than advertising folks.
>
>So I'm taking this time to point out that just as all who work in
>graphics arts are not "creative" (some are derivative) ... there are
>folks who are creative who aren't "artists" in the traditional sense.
>
>The key is to be able to be imaginative and inventive (synonyms for
>creative) and yet *Communicate* your message effectively.
Advertising folks DO deal with words and businesses. I was speaking more in
terms of copywriting style than graphics. Most talented graphic designers
can easily swing from one branch of the marketing tree to another.
In several years of hiring for my ad agency, I learned that there ARE
distinct differences between the way journalists and corpcomm writers would
approach a project and the way certain RARE copywriters would approach the
same project. The first variety of writer would write a beautifully crafted
piece of copy. The second type of writer would come up with such an
awesomely clever concept to build an ad campaign around that my mouth would
hang open in amazement. That's the type of writer I tried to hire, because
they come up with the ads that stand out from all the crap out there. They
were few and far between, and in such great demand that the two really
awesome writers whom I knew in Charlotte, NC had fulltime day jobs as
creative directors for large ad agencies and also had thriving after hours
freelance businesses. Open any Communications Arts Advertising Annual, and
you're likely to see dozens of ads concepted by those same two writers.
But, they use various pseudonyms and pennames for their freelance work, so
you won't know who they are.
BTW, this ability to come up with amazing concepts is not the sole domain
of writers, as there are art directors who are equally capable of
innovative creative concepts. In the ad agency world, most work is done by
art director/copywriter creative teams. There's just too much work for one
to do it all.
Suz
Suzanne Stephens, Stephens Design; Ashland, Oregon
541-552-1192 http://www.KickassDesign.com/ ICQ #8190023
CyberCircus Grand Prize Winners http://www.thecybercircus.com/
Web Page Design for Designers Design Resources: http://www.wpdfd.com/wpdres.htm
Clip Art: http://www.freeimages.com/stephens/
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