For brands to have impact, marketing ideas need to move out of the strategy meeting and into the real world. Luckily, there are entire teams of people dedicated to creating marketing materials and other content for customers to enjoy.
But when you send something “too creative”, who exactly do you send it to? In this article, we’ll review some of the most important roles of creative teams and how they shape a brand’s public image.
What is a creative team?
In the marketing and advertising industry, creative teams are responsible for producing inspired and visually appealing content that serves a larger marketing strategy. They consciously shape the look, feel and voice of a brand to appeal to their target audience and stand out from their competition.
Typically associated with agencies, creative teams can also be found in-house at large corporations. Some brands split their creative work, relying on internal contributors for a deeper understanding of the brand, and on agencies for fresh perspective and ideas.
Who is part of a creative team?
Creative teams bring together ideas and expertise from different areas, such as design and copywriting. Large creative teams usually have a specialist (or more) in each area. In small creative teams, a handful of generalists typically fill multiple roles.
Here are some of the most common roles you’ll find on a creative team:
A creative director leads a creative team. They are responsible for shaping the overall direction of the team’s work, providing creative vision, giving constructive feedback and ensuring that the team’s results serve the brand’s marketing strategy. Creative directors also act as a liaison between the creative team and project stakeholders.
To succeed as a creative director, you need an artistic vision, but also strong leadership and communication skills.
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Graphic designers are responsible for the visual aspects of a creative team’s work. They use color, imagery, font, and layout to amplify a brand’s message in a visually appealing way. The work of graphic designers requires creative expression, while ensuring that the “look” of any design is consistent with the brand and its style.
Graphic designers specialize in a particular area of graphic design (such as print media or product packaging) or work as generalists on many types of media.
For most brands, a website is the most important marketing medium, and many creative teams have dedicated web designers. Web designers use a combination of creative and technical skills to design websites.
Web designers not only need to consider whether designs will be visually appealing and on-brand, but also how users will navigate the site and how developers will implement their ideas.
Copywriters write the words used in marketing materials and other creative content. Their job is to convey a brand’s or campaign’s message in a way that is clear, persuasive and true to a brand’s voice.
Writers adapt their writing style to different formats and audiences. Copywriting, for example, should be creative, short and memorable. For longer texts like blog posts and e-books, structure and storytelling are more of a priority.
Video producers create promotional videos, customer testimonials, video tutorials and other multimedia content. Video production requires a wide range of skills, including scriptwriting, videography, audio engineering, graphic design, and video editing.
In small creative teams, one person can handle all of these tasks. For large-scale projects, a video producer will often oversee a production team that includes dedicated cameramen, animators, and video editors.
Brands that only occasionally need custom photography usually work with freelance photographers. However, brands that need custom photos every day often include an in-house photographer on their creative team.
In some creative teams, content strategy comes from a company’s creative director or marketing directors. On others, it’s a dedicated role. Content strategists look at a brand’s marketing goals to determine the types of content a creative team should produce.
Content strategists may also be responsible for overseeing content production, planning editorial calendars, and publishing or distributing content.
Web developers build and maintain websites. Using custom code and working with web designers, they create the layout and functionality of a website. The developers also monitor and maintain the websites to ensure a good user experience and to ensure that they work properly.
Other Creative Team Roles
The roles above cover the most essential functions of a creative team. But no two creative teams are alike. Some combine the roles – or divide them. For example, many creative teams have multiple designers, each with different types of expertise. In other teams, niche marketing requires specialized creative roles, such as illustrator, host, or podcast producer.
Regardless of their structure, creative teams are all about collaboration. They bring together people with different creative skills to transform marketing strategies from abstract ideas into tangible content.