Senior media creative
The position senior media creative is found on the advertising agency side as well as on the client side. The senior media creative oversees and develops the creative work of a product launch or product repositioning.
The position senior media creative is comparable to a creative director. Although the senior media creative has to be knowledgeable in more than two or three mass media like television or Internet or print.
The senior media creative is, like a creative director, responsible for the creative lead - building up, leading and motivating the creative team. The senior media creative develops side by side with the client, account director, marketing strategist, planning director, group creative director the vision of the product launch or repositioning. He or she combines all necessary media and professionals to bring this vision to life.
The senior media creative is part of a large professional team, which can include a group creative director, writer, designer, art director, programmer, web developer, account director, marketing director, planner, movie director, composer, producer, animator, traffic coordinator and so forth.
The senior media creative reports to the managing director and group creative director.
Over the years it has shown that a senior media creative need to demonstrate experience in these six areas.
1. Media knowledge:
The senior media creative has to have proven knowledge in the media fields: television, print, online, promotion, marketing, below the line, above the line. Executed television, print, web, promotion work is required.
2. Education: Creative and business
Because the senior media creative is involved in the overall vision of the product launch or repositioning the senior media creative has to have a solid and proven education in the creative and business field. A university degree in communication design or art is required. And additional in-firm training with business schooling is necessary. An international education is common and expected.
3. Work experience on client site and agency site
The senior media creative must have work experience in a full-time position or as freelancer at the client and agency side - preferably in a global network agency/company.
4. International experience
The senior media creative has to have proven international working experience. He or she has to be involved in international campaigns, worked with international clients. Experience within different cultures and work habits is necessary.
5. Work ethic, team player
The senior media creative has to work with all kind of different professionals. It is necessary to be an excellent communicator to creative, IT, business people and so forth. The Media Creative has to be a hands-on team leader.
6. Creative responsibility
The senior media creative develops side by side with the client, account director, marketing strategist, planning director, creative director the vision of the product launch or repositioning. The senior media creative brings the creative vision down to a simple message. The senior media creative combines all necessary media and professionals to make the product successful.
- Jack W. Plunkett. Plunkett's Retail Industry Almanac 2008: Retail Industry Market Research, Statistics, Trends & Leading Companies (December 2007), pp"416
- Denis Higgins. The Art of Writing Advertising : Conversations with Masters of the Craft: David Ogilvy, William Bernbach, Leo Burnett, Rosser Reeves ( January 2003)