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A Copywriter is considered to be the chief channel of creative communication between the client servicing team and the client. A copywriter’s profession is best defined as a creative and glamorous career where the person has to understand the client’s needs, his vision and translate that in the most hard-hitting yet lucid language towards the targeted audience to ensure highly productive results.
A copywriter has to work in close conjunction with Art Directors to conceive, produce and develop very effective advertisements which reach out to the clients, their message of his/her products and services in the most expressive and attractive manner.
The key function of a copywriter is to create brilliant copy related to the product or service in such a way that the consumer relates to it immediately and remembers it for posterity. The usage of correct and appropriate words is a must and the copywriter needs to have the aptitude to understand the application of different styles to suit various needs. This could be for press, television, radio and even magazine advertisements.
Copywriting has various areas of specialisation e.g. television, radio and even video. Developing attractive base-lines, punch-lines and content for different media is the core responsibility of such persons.
A person could also consider becoming an in-house copywriter for a specific industry where he/she would require in-depth knowledge about the organisation’s businesses and nature of operations. They should have the ability to check and relate the concept to the creative brief and ensure that they meet strategic goals and objectives of the organisation.
A person must have a creative flair, the ability to conceptualise and implement strong selling strategies in their work. A person should be excellent in grammar and be highly efficient at proof-reading. A copywriter is involved in the production process where the chief responsibility lies in the appropriate selection of voices for voice-overs for advertisements etc, dealing with production companies, designers and printers.
A mentally stimulating profession it offers huge rewards and a person can graduate to the position of Creative Head of an organisation in a small span of time. |
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A Creative Manager as the title suggests is responsible for the creative direction of all media activities in an organisation. The Creative Manager plays a critical role in the correct selection of print/radio/television/film advertisements to collaterals, and creative designs thus catering thus offering the maximum satisfaction to the needs of all clientele.
Strategic skills to create solutions and designs to achieve the management objectives is a key function of a Creative Manager. Other duties include the management/developing and enforcement of graphic brand standards, overseeing the departmental processes to enhance the overall efficiency and productivity.
Identifying the areas of improvement to enhance the appearance of internal and external vendors materials, work in close coordination with peers ensuring consistency and understanding of projects across all the channels of advertising, responsible for the creative development and performance of the graphic design staff, establish effective creative and training programmes for the creative staff are the other responsible functions of the Creative Manager.
Strong creative skills, understanding and knowledge of all the nuances of the print industry, articulate with excellent communication / presentation skills, analytic mind to manage all creative projects within the stated time-frames and budgetary limits are the essential requirements of a Creative Manager.
A Creative Manager needs to be thorough with print and design management, graphic design, layout and production and have the ability to manage complex print production projects to the maximum satisfactory levels. The person should also be detail-oriented, organised, a team player and be able to work under pressure.
The job is highly demanding and the responsibilities are immense and requires complete dedication towards the successful achievement of the organisation’s goals. The profession offers mental stimulation and satisfaction and allows the right person to reap a lot of rewards.
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A Graphic Designer communicates ideas through a visual medium. Graphic designs are used in three types of mediums viz; Print, Digital and Production credits of both television and film.
A graphic designer’s duties vary according to the medium and the medium and the company they are employed with. The understanding of color, spacing, font and aesthetics is very important for a Graphic Designer. Graphic Designing is heavily dependent on computer software in production and therefore the person has to constantly hone his skills to the latest developments to keep moving ahead and be able to produce the most effective work.
The role of a graphic designer is to produce the best visual solutions to a client. These include the creation and production of logos, layouts for newsletters, magazines, brochures, coordinating for production of print pieces, layouts for websites, email advertising and also for digital advertising, creating and producing signage systems and signs for exhibitions and producing credits for television and films.
Once a graphic design or layout is made it has to be produced in the medium it was made for and a Graphic designer has to coordinate accordingly with printers and computer programmers to ensure the task is executed appropriately.
Understanding a client’s needs and translating them in the most creative and satisfying designs by the usage of creative skills is the chief role of any Graphic Designer. The person should also be qualified to manage the production of camera-ready art, create electronically designed page layouts and have to ability to identify the graphic needs.
The chief responsibilities are a professional interface with the client, understanding and interpret their needs of clients and the application of relevant styles/mediums to produce the desired product.
A very creative bend of mind, innovative skills and knowledge of Adobe, Computer aided design, Photoshop, illustrator and PageMaker are a must. Knowledge of Quark Express and In Design are additional preferred skills.
A Bachelor’s degree in the Fine Arts is a must to step into this profession at an entry level. Graphic Designers always receive on-the-job training and a lot depends on a person to prove his worth. A junior graphic designer can quickly graduate to a senior position on the sheer strength of his creative work and proof of his vibrant caliber.
The sky is the limit for a Graphic Designer and the work speaks about the person which ultimately becomes the determining factor for satisfying rewards. |
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A Web Designer designs and builds user interfaces and graphics for the clients, Internet and Intranet web-sites and web-based applications. The person also produces HTML for technologies such as content management and graphics design for various projects HTML hand coding, Photoshop, Fireworks and either Illustrator or Freehand.
A Web designer is responsible for creating engaging and intuitive eye-arresting designs and working with developers to deliver market leading solutions. The person also has to liaise with clients to develop new features from a front-end and user perspective, as well as helping to ensure that completed projects fulfill and exceed client expectations.
Key functions of this profession include the creation and maintaining of all graphics related to web-based applications in the organisations and the planning and organising sophisticated websites. Other duties include the quality control of web sites, ensuring consistency of image, speed and ease of access and site navigation, and adherence to editorial standards.
A web designer is also responsible for the troubleshooting and resolution of site problems and user concerns, researching, developing, writing, editing, as well as the layout of new and revised web pages.
The person should have the ability to assist the development team in the visual design of the application features, have excellent relationship skills to work with clients, provide support to clients in the creation of graphics and HTML. Individuals must also have leadership skills to work with the development teams to develop all media formats.
A web designer must have requisite experience of designing for different browsers, good CSS knowledge and a strong creative flare with very good flash skills. Visual SourceSafe, JavaScript, PhotoShop and knowledge of other multimedia programmes like Director are desired and preferred.
This profession offers excellent opportunities to the passionate and the ambitious. One has to be aware of the latest and new technology and constantly hone their skills to progress ahead faster. Individual proven track records can enable one to graduate to the Head of the design department or even set up one’s own design studio. |
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Multimedia designers work as part of a team of specialists to create CD ROMS, DVDs, websites and promotional materials for exhibitions. Graphics, sound, video and animation all form a part of multimedia. The end products of multimedia include online learning materials, websites, online e communities.
Multimedia designing encompasses the skills of graphic design and animation to create computer based presentations and movies. With every passing day technology is advancing by leaps and bounds and this industry is going to produce more realistic and life-like results.
While most multimedia designers are employed in film and TV industries, others are found in advertising firms, web/computer marketing firms and the more confident and ambitious persons set up their own independent business.
The role of a multimedia designer is dependent on the industry the person is working in. Some of the important tasks are creation of digital images for animation, creation of artwork for video games, creation of animated sequences with the assistance of computer software, transferring of audio and video files for edition and digital changes.
One of the key abilities of a multimedia designer is to possess superior knowledge of the equipment or software required for execution of their tasks. Some of the most common software includes Macromedia Flash, Director and Fireworks and Adobe Image Ready. Of late, multimedia designers are required to know audio/video editing equipment and software as well.
Multimedia products are used across a wide range of sectors like software development, graphic designing, advertising, tele-communications and even marketing.
Since there are many areas of specialisations, a bachelor’s degree with a specialisation becomes a pre-requisite but just out-of-school candidates with requisite passion and relevant skills can make an entry in this industry.
A career in multimedia design, while competitive, can be very rewarding financially and creatively. One can progress to a senior position, lead a team and with the requisite experience and skills set up their own business.
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A creative director overlooks the design of branding for a client and is responsible for the appropriate fitment of the design and its conveying the client’s message in the most effective and suitable manner. A Creative Director develops the creative briefs and design concepts to meet the objectives of the clients.
The profession involves overall responsibility for all the output produced. From the concept to the ultimate completion of a project a creative director is responsible for the successful execution of the project. The role entails translating the client’s marketing objectives into creative strategies and demands a person to have the perfect relationship skills to establish the creative communication with clients ensure deliverables as per requirements, on time and within the said budgets. The job profile also involves the direction of the layouts as well as the copywriting for various products e.g. books, magazines, televisions, newspapers, and other related mediums.
A Creative Director’s responsibilities include the reviewing of various materials and information given by clients. The person has to discuss all the production factors to determine the most desirable presentation concept. A Creative Director interfaces with the heads of related departments like art, copy writing, and production departments to further discuss client requirements and scheduling, outline basic presentation concepts, and coordinate creative activities. The final reviewing and approval of all art and copy materials, final layouts to client are done by the Creative Director.
A Creative Director has to have a strong design/ copywriting background. The person has to have knowledge of all the various design applications e.g. Flash, Adobe Illustrator, Photoshop, Quark-Xpress, In Design and PowerPoint. Familiarity in using HTML, Dynamic HTML, and Action-script is also desirable.
A bachelor’s degree qualifies one to enter the creative profession at the entry level and one can progress rapidly based on one’s skills, performance and proven results. A creative profession which requires an innovative mind, it offers ample rewards to deserving individuals. |
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