Term Paper: Advertising Art Director at an Advertising Agency

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SAMPLE EXCERPT:

[. . .] This makes it easier to keep tabs on employees 24-7 and encourages them to be working even when not formally at work.

How goals are set

For every project team, goals are set in terms of meeting the concrete objectives for the project. The team as a whole is evaluated upon its ability to meet such benchmarks. However, goals are also needed for individuals over the trajectories of their careers: again, as a way of motivating individual employees to consistently raise the bar and to maximize their output. Goals are necessary to "provide clear direction to supervisors and employees;" "form a common frame of reference around which they can effectively communicate;" to "clearly indicate success" and foster fulfillment when success is achieved and to "help clarify the specific expectations of the supervisor and employee" (McNamara 2014). Without goals, accountability is impossible.

Collective goals are clearly stated as objective deliverables on projects; for employees, personal goals are set during performance review meetings. Goals are thus in writing, which makes it easier for employees to remind themselves of such goals and also to understand where and why they may have been lacking in concrete terms.

The potential for improvement

Regarding the maximization of creative output, there is an increasing consensus that managing the 'space' of a workplace can be very useful in fostering the right connections. For example, one company noted: "as experiential marketers, we believe in the power of a thoughtfully curated space to set the right tone. Last year we invested in buying a building and transformed it to be filled with natural light. We selected curated yet functional furnishings and interesting fabrics and lighting fixtures to reflect our unique and decidedly feminine aesthetic. Within our bustling open-floor plan, teams sit together so that there is energy and collaboration" (Cutler 2014). Facilitating greater teamwork can be extremely useful in advertising, given that every advertising campaign is a multi-faceted project. Thus, creating a space in which employees can work together and engage in information-sharing can make the achievement of team goals more effective.

This is particularly the case regarding art direction given that the traditional borders between different components of an advertising team are beginning to be broken down. For example, today when an art director and copywriter work together, it is increasingly likely that both will make contributions to the verbal and visual elements of design. Redesigning the job thus ideally means taking the focus off of evaluating performance based upon the art director's visual input to the team and focusing on the more intangible aspects of how he or she makes a creative contribution to the project as a whole. Redesign would entail rewarding the quality of the team product rather than the type of input of each individual performer. Also, the input of employees on various components of the team may be asked for input about what it was like to work with their colleague, given that they may often have the most valuable insights of all organizational players

Rewarding employees specifically on a team basis further creates a sense of investment in the projects the employees work on: rather than individual bonuses or even general profit-sharing (the former of which can encourage too much individualistic focus, the latter of which can encourage more 'social loafing'), team-based evaluations and rewards use social bonds to motivate employees. This can also increase productivity and job performance, based upon the closeness and interpersonal rewards in terms of the joys of membership given by the team.

To engage in such a redesign, however, requires an intensive effort to determine how to prioritize teamwork over other factors. A review of how teams operate and are managed would be required as well as a study of what team dynamics produced the most successful advertising campaigns for the organization. However, despite these caveats, given the strong stress upon getting along with others to produce a high-quality product as well as the intrinsically motivated nature of creative employees, a team-based rewards system would ultimately be of great value to the organization.

References

Advertising art director. (2014). AGCAS. Retrieved from:

http://www.prospects.ac.uk/advertising_art_director_job_description.htm

Cutler, Z. (2014). The best ways to reward employees. Entrepreneur. Retrieved from:

http://www.entrepreneur.com/article/75340

Google benefits. (2014). Google careers. Retrieved from:

http://www.google.com/about/careers/lifeatgoogle/benefits/

McNamara, C. (2014). Goal-setting. Management Help. Retrieved from:

http://managementhelp.org/employeeperformance/goal-setting.htm [END OF PREVIEW]

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