WHAT DOES A CREATIVE DO?

Published: May 28, 2025 - The Creative Professional crafts innovative visual and written content to effectively convey brand messaging. This role involves working closely with cross-functional teams to deliver projects on schedule and maintain high-quality standards. The individual stays current with emerging trends to create engaging and impactful creative solutions.

A Review of Professional Skills and Functions for Creative

1. Creative Associate Duties

  • Visual Identity Maintenance: Maintain a cohesive visual identity and implement branding guidelines
  • Visual Design: Conceptualize and design all visual material for the Organisation, including logos, e-flyers, brochures, infographics, website images, charts, posters, reports, newsletter templates, promotional materials, and invitation cards, etc., for use in new and print media
  • Layout Preparation: Prepare layouts, designs, artwork and formats for use in online broadcast, publications and/or exhibition display
  • Content Curation: Creatively and spontaneously curate content - graphics, cartoons, short skits and/or videos on trending governance issues
  • Database Management: Maintain the database and retrieval system of all designs and references used in the creation of published materials
  • Graphic Design: Design graphics to precise requirements and brief
  • Best Practices Documentation: Document best practices and update branding guidelines

2. Creative Copywriter Details

  • Creative Execution: Responsible for conceptualization and execution of digital and print creative that meets brand standards
  • Design Collaboration: Analyze project briefs, collaborate with team members to produce and deliver compelling designs and marketing campaigns by uploading proofs to the project management site
  • Copy Editing: Edit and proof promotional or publicity copy for print and digital publications
  • Supplier Relations: Support supplier relations including print, direct mail and advertising
  • Quality Assurance: Ensure the quality of jobs and prepare files for final output and release to print or digital vendors
  • File Management: Maintain consistent file naming conventions and file structure on the marketing servers and online libraries
  • Project Support: Support Marketing team with job assignments and manage deliverables to successful upload and completion - media types include email, web, social media, video, and print
  • Team Participation: Attend creative team meetings, hold oneself accountable for deadlines
  • Presentation Assistance: Assist with the creation of presentations, webinars and other sales and marketing support materials
  • General Support: Support and work on all other tasks deemed necessary to the team's success

3. Creative Responsibilities

  • Concept Development: Bring highly conceptual ideas and creative copy to the table
  • Brief Analysis: Decipher a wide range of project briefs and deliver fully developed ideas to internal stakeholders
  • Stakeholder Presentation: Present work and maintain confidence in a stakeholder-facing role
  • Content Research: Dive into content, thoroughly research products and services, and know when to ask questions
  • Team Collaboration: Work collaboratively with all members of the Creative Studio
  • Content Creation: Create engaging and professional content that reflects the brand
  • Subject Matter Expertise: Develop and apply advanced subject matter knowledge to address and resolve complex business issues
  • Innovation Contribution: Contribute to the development of new ideas and methods to improve the business

4. Senior Creative Copywriter Job Summary

  • Creative Strategy: Define the creative strategy for multiple advertisers
  • Campaign Ideation: Ideate and concept innovative ad campaigns and experiences for global brands - from developing the creative brief, pitching and supporting campaign messaging
  • Campaign Management: Independently manage campaign work and collaborate with internal teams, clients, and external agency partners
  • Creative Direction: Support the CD in directing creative disciplines outside the area of functional expertise and provide feedback in all stages of the creative development process
  • Team Leadership: Partner with and/or lead art directors, copywriters, designers, program managers, developers, and content producers to create customer-focused solutions that deliver on advertiser objectives
  • Copywriting Expertise: Deliver high-quality copy for campaigns across different Amazon touchpoints
  • Copywriting Formats: Provide in-depth understanding of copywriting for all formats -digital, print, out-of-home, video and audio scripts, and more
  • Research Synthesis: Synthesize strategic research and/or data to develop campaign ideas
  • Presentation Leadership: Lead the creation of presentations
  • Client Presentation: Present ideas and concepts to clients, agencies, and internally
  • Decision Making: Make creative trade-off decisions between teams, clients, and end-customer needs
  • Process Improvement: Measure and evaluate current processes within the department and improve them through documentation

5. Creative Designer Accountabilities

  • Project Delivery: Ensure the timely and core effective delivery of Graphic Design projects
  • Brand Compliance: Ensure compliance of designs with Corporate branding and enhance the quality of graphic outputs
  • Photography Management: Manage the carrying out of in-house photography for products and other materials to be utilized in ads, presentations, or research for marketing purposes
  • File Archiving: Ensure artworks and media files are archived systematically for immediate retrieval
  • Display Coordination: Ensures artworks for monthly and weekly displays and publishing are well-coordinated, compliant and properly executed on time
  • Interactive Design: Design and develop Flash and interactive Ads
  • Multimedia Usage: Ensure to make use of computer multimedia programs to create, modify, or present any new concept
  • Media Support: Ensure to support the Media-related activities and requirements
  • Process Adherence: Follow all relevant policies, procedures, and processes for the daily work to be carried out in a controlled and consistent manner
  • Continuous Improvement: Contribute to the identification of opportunities for continuous improvement of processes, practices, work processes, cost effectiveness, and productivity enhancement
  • Policy Promotion: Promote to other employees within the organization the implementation and adherence to policies, procedures, processes, and instructions
  • Operational Continuity: Follow daily operations relating to the job to ensure work continuity
  • Reporting: Contribute to preparing timely and accurate reports that concern the line of work to meet the requirements, objectives, and standards
  • Customer Satisfaction: Ensure the satisfaction of both internal and external customers by addressing their needs in a courteous and timely manner

6. Creative Director Functions

  • Product Knowledge: Maintain a thorough understanding of Relay’s product, brand, customer, and landscape to generate creative pieces that resonate
  • Website Management: Own all aspects of designing, executing, and maintaining the company website
  • Creative Strategy: Develop creative strategies and innovative solutions to solve client marketing and communication challenges
  • Brand Ownership: Owns and is responsible for Relay's brand and identity both internally and externally
  • Vision Articulation: Understand and articulate the vision of the company and the direction in which heading
  • Cross-Functional Collaboration: Work collaboratively with Sales, Product, and Technology to drive projects and outputs that support business objectives
  • Leadership Ideation: Ideate with CEO and senior leadership and translate into meaningful visuals
  • Go-To-Market Calibration: Calibrate all aspects of go-to-market tactics, processes, and operations procedures to the go-to-market strategy
  • Project Leadership: Lead and own design for outward-facing projects, including events, landing pages, blog posts, sponsored content, and digital advertising that drives brand awareness and engagement
  • Creative Production: Produce video, photography, illustration, and motion graphics independently, with internal and external resources
  • Project Tracking: Maintain project tracking, dashboards, and information systems
  • Quality Assurance: Ensure the highest standards are achieved, processes and guidelines are continuously improved, and results are delivered
  • Industry Awareness: Maintain up-to-date information on brand positioning and industry trends

7. Director of Creative Services Job Description

  • Content Management: Manage the marketing content and creative development process for major business verticals including Legal and Automotive
  • Creative Strategy: Work with Marketing Experiences and Audience Development teams to drive effective creative strategies that meet business goals
  • Team Leadership: Lead the team to create clear copy and creative that reflects the brand's positioning, key messaging, and effectively communicates to target audiences
  • Insight Application: Develop strategy and collect insights and research to apply them to creative thinking, paid campaigns and content development
  • Project Management: Project manage numerous campaigns and creative requests working across in-house and freelance teams
  • Creativity Culture: Drive a culture of creativity
  • Idea Inspiration: Inspire new ideas to drive engagement with brands across channels
  • Research Utilization: Understand insights and research and apply them to creative thinking, campaign and content development
  • Optimization Focus: Work with Marketing Execution teams to continually look for opportunities to optimize based on research, user feedback, and performance data
  • Team Collaboration: Instill a passion for collaboration, teamwork and inspiration throughout the department

8. Creative Services Intern Overview

  • Campaign Preparation: Prepare materials for campaign launches according to marketing communication plans (execute through various marketing channels, e.g., Google, YouTube, Instagram, Facebook)
  • Performance Tracking: Overlook measurement models and keep track of campaign performance
  • Content Support: Support for creating content production and an impactful campaign
  • Deliverable Accuracy: Ensure job briefs and deliverables are accurate and up to date to maximize brand awareness and revenue
  • Execution Follow-up: Follow up with the copywriter and designer on the execution of digital ads promptly
  • Team Liaison: Engage and liaise with the Media and Ops Team regarding the output of the advertisement
  • Client Coordination: Bridging the clients’ needs on account management and creative requirements

9. Creative Services Manager Details and Accountabilities

  • Resource Scheduling: Process time requests for resource-booking jobs into the workload system and resolve any conflicts
  • Brief Management: Compile and send out the brief for projects
  • Deadline Enforcement: Police the brief submission deadlines
  • Meeting Attendance: Attend allocated WIP meetings
  • Resource Coordination: Attend and drive resource catch-ups
  • Freelance Management: Manage all aspects of creative, design and artwork freelance requirements (bookings and administration)
  • Freelance Expansion: Manage and expand the list of freelance resources
  • Department Meetings: Attend and run Creative Services' daily departmental meetings
  • Utilization Reporting: Prepare analysis of time and utilisation reports - identify instances of under-utilisation, identify the root cause and proactively take steps to address the issue
  • Scope Management: Sense check resource requests against estimates
  • Scope Creep Prevention: Act as a gatekeeper to spot early instances of scope creep and challenge account management teams on whether they have negotiated overruns with clients
  • Art Buying: Be responsible for art buying across stills, footage, and music
  • Usage Tracking: Log and track usage after purchases
  • Material Reporting: Track all studio materials used and report on these at the end of each month

10. Creative Specialist Tasks

  • Project Management: Set deadlines, assign responsibilities, monitor, and summarize the progress of creative exhibition projects
  • Client Coordination: Work directly with clients and partners to ensure deliverables fall within the applicable scope and budget
  • Workflow Management: Set expectations for design workflows with internal and external teams
  • Communication Support: Interface with all levels of employees and support communication with external partners and the creative community
  • Timeline Development: Develop and communicate project timelines
  • Progress Monitoring: Monitor the project progress to ensure project goals are being met, along with troubleshooting and escalating issues
  • Creative Trafficking: Traffic creative elements to the appropriate teams for review, notes, and approvals
  • Feedback Reporting: Report notes back to Creative partners and vendors
  • Approval Management: Ensure internal approvals are secured as work moves through the creative development process (CD, AD/CW, PROD, Proofreading)
  • Presentation Coordination: Coordinate materials for the Creative team's presentations
  • Calendar Management: Book, manage, and coordinate department calendars and events
  • Budget Oversight: Oversee, manage, and track department budget
Relevant Information
What Does A Creative Copywriter Do?
What Does A Creative Manager Do?
What Does A Creative Producer Do?
What Does A Creative Director Do?