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Topic: Other

Best Way To Structure A Creative Department

Posted by Anonymous on 4/15/2011 at 6:48 AM ET 250 Points
We are a small niche marketing firm. My creative department includes a copywriter, 1 full time and 1 part time graphic designers and one who has graphic skills but works primarily in online marketing (ads, SEO, google adwords, etc. The manager of this department recently left the organization and I am trying to figure out if I just replace the position or reorganize the department.
Do any of you have suggestions on things that really work or, for that matter, didn't work. I can learn from both situations.

I have been thinking about hiring one position to serve as a creative team manager and one position as a Creative Director. Two positions are not in my budget but I am concerned about getting the right skills needed to round out the department. Your advice is welcomed and appreciated!
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RESPONSES

  • Posted by mgoodman on 4/15/2011 at 9:32 AM Moderator
    It depends on how well you (and the account management team) are able to direct the efforts of your creative folks. If you provide them with clear and explicit Creative Briefs for each project, then maybe you don't need a separate manager for such a small department. After all, the creative folks don't usually set the strategy ... they just express it in a clear and persuasive manner.

    If, on the other hand, you are less rigorous and expect the creative team to "figure it out on their own," you probably need an experienced senior manager for the function, so there's a semblance of order and organization for the creative process. Like children, creative folks seem to function better when they have rules and guidelines, and when there's a "parent" to keep them focused on the task at hand. (Not a value judgment or a put-down for creative folks ... more a recognition that they tend to be ... well, more creative.)
  • Posted on 4/18/2011 at 3:36 PM Accepted
    I agree with the responses given. I own my own company but spent two decades in Senior management positions in Corporate America. A frequent mistake I saw was a failure to properly align resources. Rather than focus on the position, assess your current resources. Is everyone performing at their highest and best use? What key skills are missing? Would it require another body to accomplish those skills or a different approach in how you work? Answering those questions should help you in your decision making. You're halfway there because you took time to bounce it off others rather than simply replace the position. Good luck!
  • Posted on 4/19/2011 at 6:13 PM Member
    Sounds like you already have a relatively small shop that could effectively become even "smaller" if you go with the re-org. (ie. minus the previous manager role as well as less production/direction responsibilities from the lead designer). However, it could definitely be done, but it depends on the scope of work the creative shop provides.

    Our economy is in an "employers' market" phase that's inundated with eager talent at less than competitive prices. Might be an opportunity to replace the manager with a larger skill set or at least start fresh and get exactly what you need.

    fwiw, I'm a true blue creative and we DO need supervision.

    Good luck and contact me if you're looking for a Creative Director in Northern California, (but disregard the "competitive pricing" bit)
    Terry
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