Introduction of Art Direction

Week 1 - For the first week, our lecture gave us the introduction of Art Direction. It's about the positions of people in graphic design agency and what their jobs are :

( Regional ) Managing Director :

•        Looking for client
•        Dealing with client
•        Maintain the quality

1.      Account service

Thinking about how to sell , relatival between client and agency

a.     Account Service Director

b.     Account Manager

c.      Account Executive

2.     Account Management & Finance

Thinking about how to sell it

Office management ( HRD ) – Accounting – Finance

3.     Managing Director ( Marketing )

a.     Media buyer ( magazine, TV, radio, Social media ) – promotion

b.     Researcher

4.     Creative Department

a.     Creative Director

connector between creative department and account service

b.     Group Head

Some Art Directions

c.      Art Director

Conceptual thinking

d.     Graphic Designer – Vizualizer

designing, What kind of image that appropriate for art director’s ideas. Technical Skill.

e.     Production

Preparing the files for print, typefaces ,  paper materials , etc.

f.       Copy writer

Mostly the one that has all of these divisions is full service agency.

Type of Agency

1. Full service agency (from strategic plan until execution // production)

2. In house agency (launching new product, small scale, example : UDS)

3. Branding Agency (embed image product to client, example : landor, makimaki)

4. Graphic house (just do project, expert in visual, typo, and layout, skillful, example : leboye)

5. Digital Agency (website, application, QR barcode)