Can Creatives Be Both AD And CW?
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Can a creative be both the art director and the copywriter?
The easy and quick answer is yes. I've done it.
Some people start in one position and end up doing the other. But what about doing both jobs at the same time? Some freelancers do double duty, but you won't find many agency jobs asking for that kind of combo. In cases like mine, your position may evolve where you end up working on both sides of the creative. I've always promoted myself as a writer. In college, I was an architecture major for about a two years and I got a lot of design classes under my belt. I just came to the conclusion that I was a stronger writer.
I had a couple of jobs where I was hired as the writer, but I also ended up doing layouts too, because they lacked the staff. That may be how many of you will find yourselves doing the work of two (and getting one check). This doesn't happen often at ad agencies, but it's more likely to develop at internal communications departments for various companies. In my case, it was during my time working for the American Red Cross and the National Council on Alcoholism.
Honestly, my design skills weren't the best, but I didn't embarrass myself either. It was good experience because it kept me familiar with design software, but I was far from being an expert.
You aren't going to see agencies looking to hire an actual art director/copywriter combo (yet), but that doesn't seem to stop many people from promoting themselves that way on their resumes and portfolios. For everyone I've seen who goes that route, their portfolios have been confusing. I go through their books and I can't tell if I'm hiring a writer or an art director. If you really feel you have equal strengths on both sides, I suggest creating two portfolios — one for the copywriter in you and the other to highlight your art direction skills.
So yes, I've done both simultaneously, but I suggest sticking to your strengths, and promote yourself as a creative who brings a little extra to the table.
I prefer to define myself as a writer who thinks visually.
The easy and quick answer is yes. I've done it.
Some people start in one position and end up doing the other. But what about doing both jobs at the same time? Some freelancers do double duty, but you won't find many agency jobs asking for that kind of combo. In cases like mine, your position may evolve where you end up working on both sides of the creative. I've always promoted myself as a writer. In college, I was an architecture major for about a two years and I got a lot of design classes under my belt. I just came to the conclusion that I was a stronger writer.
I had a couple of jobs where I was hired as the writer, but I also ended up doing layouts too, because they lacked the staff. That may be how many of you will find yourselves doing the work of two (and getting one check). This doesn't happen often at ad agencies, but it's more likely to develop at internal communications departments for various companies. In my case, it was during my time working for the American Red Cross and the National Council on Alcoholism.
Honestly, my design skills weren't the best, but I didn't embarrass myself either. It was good experience because it kept me familiar with design software, but I was far from being an expert.
You aren't going to see agencies looking to hire an actual art director/copywriter combo (yet), but that doesn't seem to stop many people from promoting themselves that way on their resumes and portfolios. For everyone I've seen who goes that route, their portfolios have been confusing. I go through their books and I can't tell if I'm hiring a writer or an art director. If you really feel you have equal strengths on both sides, I suggest creating two portfolios — one for the copywriter in you and the other to highlight your art direction skills.
So yes, I've done both simultaneously, but I suggest sticking to your strengths, and promote yourself as a creative who brings a little extra to the table.
I prefer to define myself as a writer who thinks visually.
Posted by Clifton Simmons at 11/1/2010 7:30 AM 
Categories: Interview tips, A better portfolio, You've Been Schooled
Tags: advertising jobs Art and Copy
Categories: Interview tips, A better portfolio, You've Been Schooled
Tags: advertising jobs Art and Copy
Hmmm. I still think people need to specialize in one or the other. It's good to be able to wear multiple hats, don't get me wrong. I'm a conceptual copywriter. I can also research and formulate marketing strategies. And I have a decent eye for design. But I'm never going to make the claim I can be a brand planner or a designer.
IMO a personal brand is better served by saying "I'm really great at ___" instead of "I can do everything."
However, I can see how someone who wanted to be a freelance copywriter for their career would be well served to learn some design skills, or vice versa.
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