Why agencies should promote diverse skill sets

Smaller budgets, higher expectations and shorter timelines from clients – these are all contributing to an increasing need for creative professionals to be multi-skilled.

In the past, an art director tended to have a set remit: they held the visual masterpiece and directed the artists in pursuit of that vision.

"Now, agencies have come to expect considerably greater design skills from art directors, especially those on a junior level", says Read. "This seems to be particularly prevalent in smaller shops, where the workload is high and restricted in size."

How can agencies understand this new wave of talent and effectively economize their hires? Dan Read’s article on how to master jack of all trades creative talent offers some advice.

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By Campaign Staff


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