Chapter 31. How advertising is different

Over the course of your creative career, you might move back and forth between staff positions at design firms and advertising agencies. As businesses, they are similar in many ways, but it’s important for you to know that they’re not identical. This chapter explains some of the key differences between them to help you transition successfully from one to the other.

Advertising teams

To a new employee, the most obvious difference will be the way in which teams are structured. You will not be on the same kind of design team that we discussed in Chapter 24. For years, the core team in advertising has consisted of an art director and a copywriter. (This is often referred to as the “Bernbach model” because ...

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