So you want to work in an agency

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For students and first jobbers who are keen to make a career in digital. What types of job are available, what is the process of web design, what career path is available. General information about the basics of creative and digital agencies and how they work, with case studies and examples.

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  • So you want to work in an agency

    1. 1. presents So you want to work in an agency? Roy Murphy – Creative Director
    2. 2. <ul><ul><ul><li>What is creativity? </li></ul></ul></ul>Creativity is the sudden cessation of stupidity - Edwin Land
    3. 3. What are the creative industries
    4. 4. Design, Music, Film, Fashion, The Arts, Written Word, Games And more…
    5. 5. Is the online creative industry important? Design contributes over £11 Billion to the UK economy every year. There are around 2 million people working in the creative industries in the UK Over 1000 design consultancies in London 186,000 people work in design in London
    6. 6. But why should I bother… Everyone wants to work in the creative industries. Not everyone can…
    7. 7. What does a creative digital agency do? Research and analytics Experience innovation and modelling Digital media design and merchandising Marketing strategy and integration Customer strategy and management Search engine optimization and marketing Media services Campaign management
    8. 8. Online creative industry – Opportunities and types of roles within an agency
    9. 9. Web designers Web developers Front end coders Database specialists Information architects Usability experts Interface designers Graphic designers Flash designers Illustrators Copywriters Art directors Creative directors Planners Project managers Account managers Account directors
    10. 10. Web Designers Design and develop bespoke creative online Solutions by utilising a wide range of skills Thinking and brainstorming Communicating ideas Information planning and architecture conceptualising Utilise Creative skills and tools Technical understanding Accessibility and usability Understanding user interaction Split between creative and technical mindset
    11. 11. Web Design example
    12. 12. Web Design example
    13. 13. How will I know a creative if I spot one You’ll know alright…
    14. 14. Web Developers Develop bespoke technical solutions by utilising a wide range of skills Thinking and planning ideas and execution Communicating flow and organisation Information planning and architecture Schematics Utilise technical toolbox Understand users and usability Understanding user interaction Technical and user centred mindset
    15. 15. Web Developers
    16. 16. Web Developers
    17. 17. How will I know a Tecchy if I spot one You’ll know alright…
    18. 18. Graphic designers Develop bespoke technical solutions by utilising a wide range of skills Thinking and planning ideas and execution Communicating ideas Visualising ideas Presenting ideas clearly Utilise creative toolbox Use design as visual language Understand balance between formats
    19. 19. Graphic designers
    20. 20. How will I know a Graphic designer if I spot one… You’ll know alright…
    21. 21. Information Architects Develop clear user journeys through navigation and experience by utilising planning skills Communicating ideas Visualising ideas Presenting ideas clearly Use prototyping as a visual language Understand balance between end users and client requirements Inquisitive and challenging
    22. 22. Information Architects
    23. 23. How will I know a information architect if I spot one… You’ll know alright…
    24. 24. Account / Project Managers Deep understanding of client and user needs Sense of overview Great communication Presenting skills Calm and creative Champion usability Balance creative, technical and client service tasks Project manage to go live / delivery
    25. 25. Account / Project Managers
    26. 26. How will I know a Account person if I spot one You’ll know alright…
    27. 27. What are typical Creative agency projects
    28. 28. <ul><li>Website design and build </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Email communication </li></ul><ul><li>Games </li></ul><ul><li>Online marketing activity </li></ul>
    29. 29. presents Website Design & Build
    30. 30. HC Methodology
    31. 31. HC Methodology
    32. 32. HC Methodology
    33. 33. HC Methodology
    34. 34. HC Methodology
    35. 35. HC Methodology
    36. 36. HC Methodology
    37. 37. HC Methodology
    38. 38. HC Methodology
    39. 39. HC Methodology
    40. 40. Case Study – Malmaison Online marketing Website design and build Ecommunications Viral marketing Brand enhancement Strategy and placement
    41. 41. 5. Malmaison work – website hub
    42. 42. 5. Malmaison work – website satellite
    43. 43. 5. Malmaison work – email campaigns
    44. 44. 5. Malmaison work – email campaigns
    45. 45. 5. Malmaison work – email campaigns
    46. 46. 5. Malmaison work – Viral Campaigns
    47. 47. 5. Malmaison work – Viral Campaigns
    48. 48. Show me the path…
    49. 49. Year one Intern / junior designer Learning the business communicating Design Technical Production Formulating ideas Peer review and approval
    50. 50. Year two – Junior Designer <ul><li>Responsibility </li></ul><ul><li>Working with senior team </li></ul><ul><li>Ownership of smaller projects </li></ul><ul><li>Creative ideas develop </li></ul><ul><li>Exposure to differing formats, platforms </li></ul><ul><li>Growing in confidence </li></ul>
    51. 51. Year three and four – middleweight designer <ul><li>Increasing responsibility </li></ul><ul><li>Own bigger projects </li></ul><ul><li>Mentor interns and junior members of team </li></ul><ul><li>Presentation skills </li></ul><ul><li>Client facing </li></ul><ul><li>More developed ideas </li></ul><ul><li>Becoming skilled in multiple areas (flash, design, coding, video, game design) </li></ul>
    52. 52. Year 5 and 6 – senior designer <ul><li>Run own team </li></ul><ul><li>Responsible for training and development </li></ul><ul><li>Trusted to pitch to clients </li></ul><ul><li>Excellent industry skills – can specialise </li></ul><ul><li>Know what not to do and what doesn’t work </li></ul><ul><li>Developing own strong opinions and how to justify them </li></ul>
    53. 53. Year 7 and 8 – Art Director <ul><li>Run multiple teams </li></ul><ul><li>Able to create and manage across all platforms (mobile, online, print) </li></ul><ul><li>Develop complex campaigns </li></ul><ul><li>Big idea thinking </li></ul><ul><li>Mentor train and motivate </li></ul><ul><li>Engage and motivate clients </li></ul>
    54. 54. Year 9 and 10 <ul><li>Creative Director </li></ul><ul><li>Ownership in company </li></ul><ul><li>Strategic direction </li></ul><ul><li>Consultancy </li></ul><ul><li>Run several creative business units </li></ul><ul><li>Input in direction of company </li></ul><ul><li>Creativity across all touch points </li></ul>
    55. 55. I’m Sold! What do I do next?
    56. 56. Its easy really…. <ul><li>Be interested in the world at large </li></ul><ul><li>Listen </li></ul><ul><li>Communicate and ask questions </li></ul><ul><li>Don’t take no for an answer </li></ul><ul><li>Devour the trade press </li></ul><ul><li>Develop your own brand </li></ul><ul><li>Be nice – people buy into people </li></ul><ul><li>Live it </li></ul>
    57. 57. Read these… <ul><li>New media age </li></ul><ul><li>Campaign </li></ul><ul><li>Design week </li></ul><ul><li>Revolution </li></ul><ul><li>Marketing week </li></ul><ul><li>Marketing </li></ul>
    58. 58. Thanks for listening <ul><li>[email_address] </li></ul>

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