By Mzukona Mantshontsho
Nonhlanhla Mthembu says being a Creative Director means you develop creative programs and design concepts that meet the business objectives of the organization and advance brand strategy.
“This is the fun side of advertising, you must be able to think of original thoughts for campaigns on your feet, no two days are the same, one day you’re working on insurance, the next you’re jetting off to shoot high-fashion, “says Nonhlanhla Mthembu.
I entered the world of advertising because I enjoy writing. I saw advertising as a field where I could apply my creative aptitude in lots of different ways and learn about new things. In my world, it’s never the same day twice.
One moment I will be working on a radio commercial for high-fashion sneakers, and the next I’m working on a campaign for a bank. So, there is a lot of variety in what I am doing and what I am learning about. Working in my field has also provided me the opportunity to travel.
My production schedules have taken me to New York, Berlin, London, Lagos and most other major cities in the world. My career choice has also provided me a very comfortable standard of living. I am good at what I do and earn a nice income on account of it.
I take pride in my work. Working in advertising is not about making up lies in order to get someone to buy a product or service. It’s about empowering consumers to make thoughtful, intelligent purchasing decisions.
Creative direction is established through various mediums; whether in an agency producing for mainstream advertisers, or an art gallery curating for the next exhibition, or as in my case working in a creative concepts hub housing live performances projects; collaborating with other producers, performers, brand marketing specialists, technical suppliers and musicians to meet various project objectives. Creative directors report on a management level.
Required Skills:
Undergraduate degree in Fine Arts or related field or equivalent visual design and management experience required: I studied art in high school majoring in photography; I did a Business Computing Diploma and a Multimedia Graphic Design and Animation Diploma. I am working and developing my skills in Arts Administration.
Creative Directors must possess a thorough understanding of interactive communications and delivery systems, processes, and user interface design: I work closely with corporate clients to produce events according to creative briefs and objectives.
Have the ability to lead projects from concept to completion
Have a strong working knowledge of design, brand development, interactive commerce and creative process. Knowledge of layouts, graphic fundamentals and have the ability to storyboard or translate ideas to designers and develop innovative motion graphics solutions. I work closely with designers and publicists creating event fliers and web content for our brands. Liaising with our presenter and crew, directing the shoots, overseeing the final edits.
Have the ability to communicate effectively, orally and in writing
I’ve had to learn and understanding that communication levels vary depending on who you are communicating with. As Creative Director you interact and give direction to in house teams of administrators, coordinators, musicians, producers and technicians. This is a different tone to the style used when communicating with corporate client. Communicating with media when needing them to help drive a campaign is quite specific and strategic.
Have the ability to supervise and train employees
This includes organizing, prioritizing, and scheduling work assignments. Each project or production has a production schedule on a timeline and a production team. You need to build-in key performance indicators to monitor performance against set objectives. This system allows opportunity to address matters arising and keeps process regulated.
