School Up Your Company
Escape the ‘window-dressing’ mindset
Glenn Arnowitz, director of corporate graphics at Wyeth, a global pharmaceutical company, says it’s imperative to talk about design as a core business competency, not just window dressing. “You have to recognize and communicate the value you offer and understand the role of design in your company,” Arnowitz says. “Position yourself as a key player by becoming involved with business strategies that your company is pursuing.”
Arnowitz, who also co-founded InSource, an association for in-house creatives devoted to enhancing the value of design within corporate environments, notes that soft skills, such as versatility and the ability to communicate effectively, are critical, too. “You have to be flexible enough to interact with everyone from the loading dock to the executive tower,” he says.
Educate and enlighten
Part of the reason for tight project budgets and warp-speed turnaround times is a lack of knowledge about the creative process. Informing others of your team’s role as it relates to
the “big picture” is crucial in your quest for increased clout. Many non-creatives simply don’t appreciate the rigid brand style guidelines with which you must comply. They might not be aware of the cost of typefaces and original photographs, or realize how much time it takes to produce a 50-page brochure, for example. As one survey respondent said, “Our internal clients have virtually no concept of what actual creativity is. I continuously remind our clients that the computer and the software are merely tools. The creativity resides in the person.”
TCG Roadmap is sponsored by The Creative Group.