In a survey of in-house designers by The Creative Group, more than one-third said their company’s top creative leaders are “very respected” by other managers in the organization; more than one-half said their leaders are “somewhat respected.” The results speak to the increasing importance of creative leadership and the recognition that visual identity and design are essential components of a company’s success. But room for improvement still exists.
While a designer’s work is no longer considered “window dressing,” challenges for creative departments today can range from convincing senior management to try something that deviates from the prevailing style to educating counterparts about how long it takes to design a website. Following are some tactics to help raise your visibility—and gain clout—at your firm.
Speak their language. Every profession has its own lexicon, but when you’re talking to those outside of the creative department, avoid buzzwords. You’re unlikely to win your case for repackaging a product in a bold, new color if you talk about CMYK. Instead, show how design isn’t simply an aesthetic tool but also a strategic one. When asked the most effective way to communicate the value of design to key business executives, one respondent to our survey said, “Speak in terms of business and objectives, not in font choices or PMS colors.” You’ll get bonus points if you’re able to present a plan that shows return on investment—the lingua franca of every executive—and how it aligns with larger company goals.
Act the part. If you want design to be treated as a core business competency, you must convey that idea through your actions; this requires excellent interpersonal abilities. Indeed, when we asked survey respondents what additional qualification was most valuable if two candidates for a job possessed similar creative and technical skills, a resounding 75% said soft skills. By demonstrating such qualities—leadership, communication and problem solving, for example—you’ll be more likely to earn respect from your counterparts in marketing and upper management.
Educate and enlighten. Creative clout only comes with knowledge (and appreciation) of the creative process. As a result, it’s important to educate others about your team’s role as it relates to the big picture. Many non-creatives simply don’t appreciate the style guidelines with which you must comply, for instance, or they’re not aware of the cost of an original photograph. Make it a point to enlighten co-workers about the creative process. “We give presentations that compare our work to competitors’, show best practices or discuss current industry standards,” said a survey respondent. “This demonstrates that we constantly educate ourselves and are on the cutting edge of the industry.” Bringing in outside experts to speak on subjects in your purview also can go a long way in raising your department’s visibility.
Toot your own horn. Submit your team’s work to competitions, and you’ll build your group’s credibility at your company. Receiving an award from an outside source demonstrates the high quality of your efforts in comparison to your peers at other firms. You’re also likely to garner more respect from executives when you’re able to attach "award-winning" to a piece your group designed, as this survey respondent pointed out: “Executives will always accept the value placed upon our award-winning designs by those outside our institution—that’s when they know it’s good.”
In addition to entering (and winning) design competitions, you’ll gain recognition by doing a little internal public relations. “We create monthly highlights that show our accomplishments at a high level and include customer feedback for a job well done,” said one respondent.
Ultimately, creating clout at your firm is a lot like a branding campaign: You want to educate yourself about the audience, speak the same language and offer a unified message from a variety of angles. By employing the advice above, your “product” launch is bound to be more successful.
The Creative Group is a specialized staffing service placing creative, advertising, marketing and web professionals on a project basis with a variety of firms. For more information, visit www.creativegroup.com.
