Art Direction

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I belong to a number of LinkedIn industry groups, mostly to follow some intriguing discussion threads. Last week, Edwina Owens Elliott, an Illustrator/Owner of FASHION + ART, an e-commerce gallery, posed the mother of all topics to the “Creative Intensive Network – For All Advertising Creatives.” She politely asked “Should Art Directors and Designers be Licensed?” following Advertising Age’s Small Agency Diary post on “Should the Ad Industry Have a Certification Process?” You would think she had smacked a hornets’ nest with a Louisville slugger. The resulting daily (and nightly) dust-up has gone on for 17 days with no end in sight. Soapboxes have been stood upon. One liners have been unleashed. Jabs have made. Hoisting has taken place on more than one petard.

Should Art Directors and Designers Be Licensed?

Should Art Directors and Designers Be Licensed?

The unscientific majority of responses tended toward either outrage or amusement over the concept of trying to certify (regulate) creative folks. Most posters saw it as  (a) Big Brotherish, (b) silly, or (c) a blatant revenue grab. I couldn’t resist posting a few times: to ask if anyone had ever seen a well-designed government form; to note that one’s art school credentials and/or one’s portfolio were each a form of certification;  and to mention that the University of San Francisco is already advertising a certificate program in online advertising. Some rightly noted that certification does not have to come from the government; it could be through a school, an industry association, or an independent auditing organization. Others pointed out that the government should regulate activities where someone could be physically harmed through negligence (doctors, airline pilots, architects, even nail salons).  Of course government intervention derailed the discussion into areas as diverse as climate change and artistic integrity.

Yesterday, I was talking with a printer who noted that even the Forest Stewardship Council is its own bit of certification strong-arming. There is pressure on printers to pay a lot to be dues-paying FSC members. However, non-members can pay nothing, still purchase FSC-certified papers on behalf of their clients, and do just as much for the environment.

After more than two weeks of fascinating posts to Edwina’s questions, I have been entertained, amused, and enlightened. Anything that adds cost, stifles creativity, encourages auto-pilot attitudes, while being nothing that the client is clamoring for is going to be unnecessary and unpopular. If you’re going to push for universal professional certification in this industry better have a thick skin, a lot of patience, a masochistic streak, and/or a bottle of bourbon handy at the end of the day.

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