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Natalia Perera is the Creative Director of Syneka Marketing

What is a Creative Director?

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As the Creative Director of Syneka Marketing, I would like to discuss what the role entails and how I work with our other teams.

I officially became the Creative Director of Syneka in 2012. As a result of our clients asking us for Creative services, we transitioned into a full service marketing agency.

I have always had a strong eye for detail, an understanding of design and creative concepts, as well as a passion for the arts.

Creative Directors generally exist in advertising, marketing, graphic design, film and media agencies. A Creative Director is someone who will make decisions about the creative content produced by an agency. In my role, I undertake a lot of research before I make decisions on print and digital layouts, copywriting and the production of events.

Creative Directors usually provide direction to other staff or contractors in an agency. I provide this direction through a creative brief. I also develop presentations to support the Creative Brief, as I have found that Graphic Designers tend to be visual people. I also lead meetings and workshops to ensure that my team produce high quality work.

I also have the opportunity to undertake some of the Graphic design work. I believe that this keeps me grounded and enables me to understand the programs designers work with and the ability to turn ideas into reality. It also enables me to effectively manage my expectations when I manage others who use these programs.

My role at Syneka Marketing also incorporates pitching for new work with our prospective clients. I find that my creativity enables me to think outside the square to provide innovative solutions that solve our client’s needs.

Being a Creative Director is a very rewarding career, as I have the ability to use my creativity every day during work.