hat must creative directors do to keep a captive audience captive throughout an entire ad message? For starters, they need to digest the market research. Whether it be a formal study or a client's own insights, understanding this information is vital to a good solution. Now's the time to ask questions and listen well to make sure the right audience and marketing strategy are identified and agreed upon before beginning.
Then comes concept development. A golden opportunity to captivate an audience with the first word and image combination, better known as the headline and key visual. Here, a creative director(CD) makes an inspired presentation to the entire creative team. In an ad agency, that could be two to four folks. In other situations the CD acts alone or with a writer, or an art director. In any case, the goal is a concept that is extremely creative and precisely targeted because a great idea results in willingness to read more. Once their is agreement that the chosen concept will win the audience's attention, it's time to perfect the entire message.
Now, all of a CD's writing, design and production experience will be needed to oversee each aspect of the ad's execution. Every phrase must be finely tuned, every visual aspect must be focused and every facet of the finished art must be polished. Because great conceptual starts promise high levels of communication throughout. And well kept creative promises move large numbers of people to pay more than just attention.