The Art Director in the configuration of the creative teams: creative process and access to advertising agencies

Various factors transform the advertising activity and bring out structural changes in the departments of an advertising agency. The main purpose of this paper is to analyse the perceptions of advertising professionals about the validity of the figure of the Art Director in the configuration of the creative team and the role that plays in the creative process, as well as the mechanisms of access to this industry. The study has been carried out from the survey Training in Art Direction in Spain, completed by 85 Art Directors, and has been complemented with 10 in-depth interviews conducted with renowned professionals.