This document provides an overview of advertising and the skills needed for a career in advertising. It discusses the different departments in advertising like account services, creatives, production, and media. It focuses on the role of art directors, outlining their responsibilities in developing visual concepts, presenting ideas, overseeing production, and meeting deadlines. The document emphasizes skills like creativity, design abilities, communication, and working well under pressure. It stresses the importance of clear ideas and generating many ideas through brainstorming and sketching. It provides tips for those wanting to get into advertising, such as communicating effectively, constantly learning, knowing the industry, and being prepared.

1. ONE & TWO
WORKSHOP
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

2. ONE A glimpse into adverNsing
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

3. AdverNsing
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

4. AdverNsing
Adver&sing is a form of communicaNon intended to persuade an audience
(viewers, readers or listeners) to take some acNon, usually to purchase or
consume a product or service. It is totally driven and focused on the client
and the client's markeNng or adverNsing need for a brand or product. It
crosses mulNple plaUorms from broadcast, print, billboard and online.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

5. Most people in adverNsing
fall into five departments:
 Account Services
 CreaNves
 ProducNon
 Media
 Other Services (Researchers, traffic &interns )
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

6. Account Services
Liaise with clients and maintain their relaNonship.
ProducNon
This team moves the ideas from the creaNve concept into reality.
Some of the larger adverNsers may have these services in house,
but the majority of agencies will need to have good contacts with
producNon companies and faciliNes houses.
Media
The media planners work with the different elements of the
media that adverNsing crosses. This department organizes where
the campaign will be seen to create the maximum effect.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

7. CreaNves
Generate the ideas and concepts for a campaign.
This may be for one plaUorm or across mulNple plaUorms.
• CreaNve Director
• Art Director
Concept
• Copywriter Team
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

8. Art Director
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

9. Art Director
Art directors design visual concepts for eye‐catching adverNsing campaigns.
As an art director, you would work as a team with a copywriter, who
provides words to go with your visual images.
Each project would begin with a briefing about the client, the product, the
target audience and the adverNsing message to be put across.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

10. Work
Art Director ‐ Your work would involve:
• Producing storyboards (for TV commercials) or sketches of your ideas
• PresenNng the ideas to the agency’s creaNve director and account team
• Helping to present ideas to the client
• Making any changes that the client asks for
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

11. Work
Art Director ‐ Your work would involve:
• Gecng graphic designers, arNsts, photographers or film companies to
produce the artwork or TV ads
• Choosing studios or locaNons and adending photo or film shoots
• Making sure that budgets and deadlines are met
• Overseeing the final ediNng of the finished adverNsements
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

12. Skills
Art Director ‐ Skills and knowledge you will need?
• CreaNvity and imaginaNon
• Good art and design skills, including an understanding
of photography and prinNng
• Excellent communicaNon and team‐working skills
• Good computer skills (Photoshop, Illustrator, InDesign, Flash)
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

13. Skills
Art Director ‐ Skills and knowledge you will need?
• A good eye for detail
• The ability to work under pressure and to strict deadlines
• Resilience and the ability to cope with criNcism of your work
• Good business sense and awareness of budgets.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

14. Idea
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

15. Idea
f”…An Idea. A single idea from the human mind can build ciNes.
An idea can transform the world and rewrite all the rules.
‐IncepNon (2010)
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

16. Idea – Be clear then be clever.
“If you can't explain it simply, you don't understand it well enough.”
‐Albert Einstein
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

17. Idea ‐ Generate it fast, generate a lot!
• Sketch out your ideas
• WriNng everything down (take down notes, Nssue ideas & mind mapping)
• Brainstorming
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

18. TWO
Things you need to do NOW to get
into adverNsing
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

19. The greatest product you will ever adverNse is
yourself.
“Your vision of where or who you want
to be is the greatest asset you have.”
‐Paul Arden
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

20. “Just
great work
and a
great actude
at work…”
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

21. “Just great work and a great actude at work…”
• Communicate
• Learn
• Prepare
• Love
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

22. Communicate
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

23. Communicate
Listen first, then act.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

24. Communicate
Express yourself effecNvely.
• Learn and pracNce English.
• Correct spelling and grammar.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

25. Communicate
Be a storyteller.
• Words and pictures.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

26. Communicate
Make good contacts.
• Meet people (adend workshops, conferences, talks, etc.)
• Remember their names.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

27. Learn
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

28. Learn
Always be hungry to learn.
Make learning a habit and learn constantly.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

29. Learn
Build a strong foundaNon.
Layout  Color  Typography
Elements of design Color theory Legibility
Principles of Design
Gestalt principles
Whatever the tool (tradi;onal or computer aided) if you have a good
founda;on you will always create great work.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

30. Learn
Know the company and industry
you are applying to.
Because companies hate when you apply and know nothing about them
or the work they are doing and how they do it.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

31. Learn
Live curious. Ask quesNons!
“It is beder to ask ques;ons and look stupid,
Than not ask quesNons and be stupid.”
‐My Dad
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

32. Prepare
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

33. Prepare
You can’t afford to be shy.
You can’t afford to be afraid.
The only way to be eliminate fear is to be prepared.
Story ‐ “Too long, too much for so lidle…”
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

34. Prepare
Be professional – NOW!
• Cransmanship
• AdenNon to detail
Art directors and copywriters should strive to make their work as perfect
as they can (art directors ‐ in par;cular, with the visuals, and copywriters ‐
in par;cular, with copy)
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

35. Prepare
Start freelancing!
Start honing your skills by doing freelance work.
This will help you learn, play, experiment and
have fun.
Marlin Stramel’s Lost Ages
June 2007
Sold for $150
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

36. Prepare
Show what you can offer the agency.
Create a kick‐ass porUolio
1. Can you think?
2. Are you creaNve?
3. Is your work well craned?
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

37. Love
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

38. Love
Love yourself.
Give yourself enough credit and believe in yourself.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

39. REACH FOR THE STARS
If this is your level
of ambiNon,
try aiming higher.
“Talent helps, but it won’t take you as far as ambiNon.”
‐Paul Arden
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

40. Love • 15 minute ideas
• End of day deadlines
Love your work. • Same day revisions
The best piece of advice I got when starNng in • Overnight ediNng
adverNsing was… • Tight producNons
• Pitch
“AdverNsing is not glamorous.” • CommPlans
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

41. Love
Love life.
Be inspired by living a good live.
Be inspired by the person you love the most, by your family, by your friends,
by everything you see around you, by what you hear, by what you feel…by being alive.
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

42. Beaux Flamiano
Art Director McCann Worldgroup
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

43. Thank You
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010

44. Resources
"It's Not How Good You Are, It's How Good You Want To Be." by Paul Arden
"Whatever You Think, Think The Opposite." by Paul Arden
"Adver=sing Art Director” ‐ hdp://careersadvice.direct.gov.uk
"Defining the Adver=sing Sector” ‐ hdp://www.skillset.org/adverNsing/industry/
the99percent.com
www.dandad.org
Wisdom from:
Raul Castro ‐ Chief Crea;ve Officer, McCann Worldgroup
Greg MarNn III ‐ Crea;ve Director, McCann Worldgroup
Ronald Marcelo ‐ Associate Crea;ve Director, McCann Worldgroup
Images from Gedy Images, Corbis and Google
ONE & TWO Workshop by Beaux Flamiano • Bulacan State University, College of Architecture & Fine Arts • 4 September 2010