Creative directions are used to transform a project from a simple idea into a unique and holistic experience. In short, Creative Directors are responsible for making the entire creative process as seamless as possible for their clients.
Whether it's creating a simple website, a complex mobile campaign or a photo shoot, the creative direction solidifies the overall creative vision, provides strategic brand leadership, helps keep the team and project on track when it comes to creation. The creative director and the creative team think to convey the message desired by the client in a different and innovative way. They have an idea of what the business needs for a creative project and what goals to achieve.
Creative direction plays a key role for those who develop concepts and really want to sell the idea behind them to the main stakeholders. Those who are creative must not only be able to communicate the value of their ideas to stakeholders, but also communicate how those ideas become reality for their clients.
They are there to protect the brand's vision, not only in terms of marketing, but also in terms of business strategy and strategy development.
When it comes to creative direction, data is essential, it can't lead a creative team on its own, but it can help creative directors understand when it's time to move from one project to another, When it is necessary to try something new, or if their ideas will succeed.
Creative directors will make mistakes, sometimes miss deadlines and have a hard time keeping communication channels open, it's part of the creative process. They want to make sure the client has the final version of the body of work and when it comes to creativity, time is of the essence, but it's something that most creative directors don't have a lot, they are. therefore forced to change direction in order to meet the deadlines. Rick Conrad, Creative Director at AbelsonTaylor, agrees :
"Stimulating and inspiring creatives haven't changed, but what has changed is encouraging creatives to think more holistically and at a higher level."
Turning creative fire into real, measurable brand heat in the market remains the primary function of the creative director, but it lacks confidence in the market these days because most managers underestimate how much creativity is needed to meet business challenges.
In the modern business world, creativity is valued as one of the most important entrepreneurial skills. Slowly, it is emerging that this is the best way to alleviate many of the problems that businesses are suffering today.