Creative, with a flair for ideas and a desire to express themselves through attractive visuals and impactful texts... These are the first words that come to mind when describing a creative director. This graphic design professional knows how to communicate and enhance a company's image. As the person responsible for defining artistic concepts, he or she supervises, guides and stimulates the thinking of his or her creative teams. Whether working in an agency, a design studio or with service providers, the creative director ensures that projects are carried out in line with the defined business strategy and customer expectations. Interested in this job? Find out more about the skills required, the training you'll need, the career opportunities available and the tasks specific to this job.

Creative Directors, also known as Design Managers or Creative Art Directors, mainly work in communications agencies in collaboration with Art Directors and Copywriters. They may also work in media, advertising or design agencies. At once creator, manager and salesperson, the director is at the head of his or her creative team. He or she ensures the group's cohesion, guides its thinking and validates its ideas.

The creative director's tasks are extremely varied. They vary according to the agency's positioning and size (agency specialized in a specific medium, multi-media agency, generalist agency). For example, in a web-specialized agency, the creative director implements a communications policy focused solely on the web. In a multi-media agency, the director implements a creative concept and optimizes the advertiser's budget across traditional and new media.

Definition of customer needs : 

• Identification of customer needs with the account manager.
• Based on the customer's offer, positioning and target audience, the creative director analyzes the competition and previous communications initiatives. 
• Discussions with the strategic planning team, with the aim of mastering the customer's target. The team then presents its mock-ups and solid sales arguments.

Managing teams and stimulating creativity : 

• Management of a multidisciplinary team: art director, copywriter, graphic designer in publishing/multimedia, art buyer, designer, community manager.... 
• Recruiting and training new talent to strengthen our creative team.
• Transmission of the customer's request to the creative team.
• Distribution of tasks between team members, according to individual skills. 
• Team stimulation (brainstorming, meetings).
• Validation of creative choices, ensuring consistency.
• Recommendation of technical choices.
• Monitoring the progress of each project, proposing new ideas. 
• Presentation of the various projects with the sales department, then selection of the best.
• Management of schedules and deadlines.

Customer relations : 

• Study of the customer's copy strategy (positioning, offer, target) and presentation of models with strong arguments. 
• Refinement of the creative strategy after taking into account consumer feedback and proposing alternative solutions. 
• Validation of final choices.

Implementation and management of each selected project : 

• Presentation to the teams of the choices validated by the customer.
• Supervision of employees and contractors on current productions.
• Organization and monitoring of production schedules. 
• Administrative management and budget monitoring for each project.
• Ensuring respect for artistic and intellectual property rights.
• Ensure that the brand identity of the creations is respected.
• Be in charge of the creative department (design, copywriting, graphics).
• Reporting to management on project development.

Monitoring, analysis and benchmarking : 

• Development of the art department (meetings with art professionals, search for new talent).
• Technology watch: new creative tools and techniques, graphic and digital trends, new forms of communication. 
• Study and analysis of market trends (national and international), competitor agencies and consumer expectations.
• Continuous improvement of working methods. 

The creative director undoubtedly has a creative personality and artistic flair that enable him or her to propose original and varied ideas to any company. Thanks to his intellectual curiosity and open-mindedness, this creative chef knows how to play with words to reach a specific target. His interpersonal, management and project management skills give him the opportunity to seamlessly coordinate the work of his colleagues. When presenting projects to customers, he or she needs to be a good listener, a good communicator, and a force of proposal and conviction. Their strong argumentation and sales skills enable them to achieve their objectives and launch the development of new plans. 

Responsiveness, rigor, organization, autonomy and adaptability are other qualities required for this job.

After several years of study and agency experience, creative directors acquire a wide range of skills: 

• Excellent writing skills. 
• Excellent general knowledge of current economic, social and cultural issues.
• Knowledge of graphic design/CAD tools (InDesign, Illustrator, Photoshop, Microsoft Publisher, etc.).
• Mastery of graphic and editorial guidelines.
• Knowledge of drawing/illustration techniques and trades in the sector.
• Knowledge of the media, market players, advertising, the web and social networks. 
• Notions of communication and marketing messages.
• Managerial experience required.
• Fluency in English.

The job of creative director is not open to young graduates. It's only after several years' experience that an artistic director can aspire to the position.

Several training courses are available: 

BAC +⅔ level courses: 

• BTS Graphic Design
• DMA Graphic Arts 
• DNA communication option - graphic design
• Bachelor Communication and Advertising - Project Manager

BAC +5 courses: 

• Master's degree in communication and advertising
• Diploma from the Institute of Political Studies
• Business school diploma
• DNAP (Diplôme National Supérieur d'Arts Plastiques)

DTP (desktop publishing) training is essential. Creative directors work in a number of sectors, including fashion and luxury. More commonly known as an "artistic director", this expert's mission is to translate the values of a ready-to-wear or couture brand into stylistic terms. To build your career plan and move towards this position, we recommend you enroll at the ISAL Paris fashion school. This school offers courses aimed at the professional world, just after the BAC. The Bachelor "Fashion Creation and DesignFor example, the "I've got a job" program is ideal for accessing this type of job.

In addition, the Brand and Digital Communication Masters from ISAL Paris is also an effective preparation for the job of Art Director. This program offers in-depth Master's-level training in communications strategy, brand image management and art direction, enabling students to acquire the creative and managerial skills needed to excel in this demanding and highly strategic role.

The salary scale for such a position is broad. Salaries vary according to experience and the size of the company employing the expert. It ranges from €3,000 to €10,000 gross per month.