ERIC Number: ED428416
Record Type: RIE
Publication Date: 1998-Nov-6
Reference Count: N/A
Wanted: "Highly Motivated, Concept-Driven Stars"--Hiring Preferences of Top U.S. Creative Directors.
Broyles, Sheri J.; Kendrick, Alice
A study surveyed creative directors of top United States advertising agencies to provide an idea of the expectations and hiring practices for both copywriters and art directors in creative departments of those agencies. Results revealed that two-thirds hire creative personnel "right out of school," but that little if any formal recruiting is undertaken by their companies. Most have internship programs, and two-thirds said they have hired interns for full-time positions. Creative directors rated training at institutions such as the Art Center or Portfolio Center as significantly better than that offered at universities. Microsoft Word and QuarkXPress are preferred software programs for aspiring employees of a creative department. Both professional factors such as attitude and job performance, as well as executional factors, such as conceptual ability and creativity, were cited as "ideal" attributes of the entry-level creative hire. (Author/SR)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Southwest Symposium of the Southwest Education Council for Journalism and Mass Communication (El Paso, TX, November 6, 1998).