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
Learn Learn the technical business and management skill sets of creative management Lead and
orchestrate teams of creatives Discover tips tricks and techniques for creative direction of
web broadcast and print projects Shape your career trajectory toward creative management
Learn the dos and don'ts of creative presentations Who This Book Is For 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.
