Magazine article Marketing

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Magazine article Marketing

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Article excerpt

It's an ordeal most creatives face when they sit down to confront that blank sheet of paper. Stomach butterflies dance a brisk fandango. Wailing is kept under control, just, by gritted teeth.

So how can we help creatives deal with this kind of panic? Simple: better training.

For most creatives, formal training begins and ends at art college. Then we are expected to be able to do the job before we actually get one. Any further training is on-the-job. That's fine if you believe great creatives are born, not made, but for us mere mortals, it's nose to the grindstone all the way.

Now I'm in the position where people look to me to train them. I understand how time and budget pressures make it hard to give training the time it deserves.

Until recently, there was very little formal, craft-based training for creatives but, thanks to a few creative directors whose experiences have echoed my own, it is now possible to learn and get inspiration from sources other than the well-thumbed pages of past D&AD annuals. …

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