[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-creative-team-roles":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",57495,{"id":24,"name":25},"author-0301142015","Canto","2021-05-21T12:42:30","2026-06-25T18:54:05","Creative team roles: The people who plan, create, and deliver marketing content","creative-team-roles","Creative team roles - The people behind the content","Creative teams include creative directors, designers, copywriters and more. We discuss the different roles that make up a creative team, and what they do.","What is a creative team? A creative team is a group of specialists, typically including a creative director, designers, copywriters, and media producers, responsible for producing the visual and written content that expresses a brand’s identity and supports its marketing strategy. Creative teams operate in-house, at agencies, or as a hybrid of both. Their work […]","What is a creative team? A creative team is a group of specialists, typically including a creative director, designers, copywriters,...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-a-creative-team\">What is a creative team?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A creative team is a group of specialists, typically including a creative director, designers, copywriters, and media producers, responsible for producing the visual and written content that expresses a brand’s identity and supports its marketing strategy. Creative teams operate in-house, at agencies, or as a hybrid of both. Their work translates strategic objectives into deliverables, including campaigns, websites, social content, and branded collateral. Behind every efficient creative team is a clear process for handling that content from start to finish. \u003Ca href=\"\u002Fglossary\u002Fdigital-content-management\u002F\">Digital content management\u003C\u002Fa> (DCM) covers planning, creating, collaborating, storing, organizing, and distributing all forms of digital media throughout the content lifecycle.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--who-s-on-a-creative-team\">Who’s on a creative team?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Creative teams bring together ideas and expertise from different areas, like design and copywriting. Large creative teams usually have a specialist (or several) in each area. On small creative teams, a handful of generalists usually cover multiple roles.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some of the most common roles you’ll find on a creative team.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-1\">Creative director\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A creative director leads a creative team. They are responsible for shaping the overall direction of the team’s work, providing a creative vision, giving constructive feedback and ensuring the team’s output serves the brand’s marketing strategy. Creative directors also act as a liaison between the creative team and project stakeholders.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Being successful as a creative director requires artistic vision, but also strong leadership and communication skills.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"362\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185340\u002Fcreative-roles-creative-director.jpeg\" alt=\"Creative director in leads a meeting.\" class=\"wp-image-57501\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185340\u002Fcreative-roles-creative-director.jpeg 600w, \u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185340\u002Fcreative-roles-creative-director-450x272.jpeg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\" id=\"KL-2\">Graphic designer\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Graphic designers are responsible for the visual aspects of a creative team’s work. They use color, imagery, font and layout to amplify a brand’s message in a visually appealing way. Graphic designers’ work requires creative expression, while also ensuring that the “look” of any design is consistent with the brand and its style.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Graphic designers specialize in a particular area of graphic design (like print media or product packaging), or work as generalists on many different types of collateral.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-3\">Web designer\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">For most brands, a website is the most important piece of \u003Ca href=\"\u002Fblog\u002Fmarketing-collateral\u002F\">marketing collateral\u003C\u002Fa>, and many creative teams have dedicated web designers. Web designers use a combination of creative and technical skills to design websites.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Web designers must consider not only whether designs will be visually appealing and on-brand, but also how users will navigate through the site and how developers will implement their ideas.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"362\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185338\u002Fcreative-roles-web-designer.jpeg\" alt=\"Web designers sketch out wireframe on a whiteboard.\" class=\"wp-image-57505\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185338\u002Fcreative-roles-web-designer.jpeg 600w, \u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185338\u002Fcreative-roles-web-designer-450x272.jpeg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\" id=\"KL-4\">Copywriter\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Copywriters write the words used in marketing collateral and other creative content. Their job is to convey a brand or campaign’s message in a way that is clear, persuasive and true to a brand’s voice.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Copywriters adjust their writing style to different formats and audiences. Ad copywriting, for example, must be creative, short and memorable. For longer texts like blog posts and eBooks, structure and storytelling are more of a priority.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-5\">Video producer\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Video producers create promotional videos, customer success stories, video tutorials and other multimedia content. \u003Ca href=\"\u002Fintegrations\u002Fafter-effects\u002F\">Video production\u003C\u002Fa> requires a wide range of skills, including script writing, videography, audio engineering, graphic design and video editing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On small creative teams, one person might handle all these tasks. For large-scale projects, a video producer will often supervise a production team that includes dedicated camera operators, animators and video editors.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-7\">Photographer\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Brands that only occasionally need custom photography typically work with freelance photographers. However brands that need custom photos every day often include an in-house photographer on their creative team.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"362\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185338\u002Fcreative-roles-photographer.jpeg\" alt=\"Photographer looks through viewfinder in a photo studio.\" class=\"wp-image-57504\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185338\u002Fcreative-roles-photographer.jpeg 600w, \u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185338\u002Fcreative-roles-photographer-450x272.jpeg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\" id=\"KL-6\">Content strategist\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">On some creative teams, content strategy comes from the creative director or a company’s marketing directors. On others, it’s a dedicated role. Content strategists examine a brand’s marketing goals to determine what types of content a creative team should produce.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Content strategists may also be responsible for supervising content production, planning editorial calendars and publishing or distributing content.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-8\">Web developer\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Web developers build and maintain the websites. Using custom code and working in collaboration with web designers, they create a website’s layout and features. Developers also monitor and maintain websites to ensure a good user experience and keep them running smoothly.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-9\">Other creative team roles\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The roles above cover the most essential functions on a creative team. But no two creative teams look alike. Some combine roles – or split them up. For example, many creative teams have multiple designers, each with different types of expertise.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"362\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185340\u002Fcreative-roles-content-strategist_2.jpeg\" alt=\"Creative team maps out strategy with colorful paper.\" class=\"wp-image-57500\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185340\u002Fcreative-roles-content-strategist_2.jpeg 600w, \u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185340\u002Fcreative-roles-content-strategist_2-450x272.jpeg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">On other teams, niche marketing necessitates speciality creative roles, like \u003Ca href=\"https:\u002F\u002Fwww.adobe.com\u002Fcreativecloud\u002Fillustration\u002Fdiscover\u002Fbecome-professional-illustrator.html\" target=\"_blank\" rel=\"noopener\">illustrator\u003C\u002Fa>, animator or podcast producer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">No matter how they’re structured, creative teams are all about collaboration. They bring people with different creative skills together to turn marketing strategies from abstract ideas into tangible content.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fdigital-asset-management-for-content-and-creative\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_creative-team-roles\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F06160433\u002FCTA-banner_contentcreatives.png\" alt=\"Team collaborating around a laptop, with text 'DAM for Content and Creative Teams' and a 'Free guide' button.\" class=\"wp-image-70806\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F06160433\u002FCTA-banner_contentcreatives.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F06160433\u002FCTA-banner_contentcreatives-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F06160433\u002FCTA-banner_contentcreatives-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",4,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185339\u002Fcreative-roles-feature.jpeg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F05\u002F19185339\u002Fcreative-roles-feature-450x263.jpeg","Creative team members gather around a table in an industrial office.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2025\u002F11\u002F11202806\u002Fagency-growth-feature-450x225.jpg",71866,"the-new-agency-growth-formula","The new agency growth formula: How operational resilience protects profit and fuels creativity","Discover how agencies can protect profit, boost creativity, and achieve sustainable growth through digital operational resilience and DAM technology.","\u002Fblog\u002Fthe-new-agency-growth-formula\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193626\u002Fomnichannel-marketing-11-450x253.jpg",21180,"omnichannel-marketing","Omnichannel marketing: What it is and how it works","Omnichannel marketing connects the dots on a customer's journey through marketing channels without disruption. Learn more here.","\u002Fblog\u002Fomnichannel-marketing\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19193232\u002Femployee-wellbeing-450x300.jpg",37041,"3-ways-to-keep-your-team-happy-and-motivated","3 ways to keep your team happy and motivated","Keeping your team happy and motivated is a win-win scenario: they’re engaged and excited to come to work, and your company benefits from higher productivity and employee retention.","\u002Fblog\u002F3-ways-to-keep-your-team-happy-and-motivated\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789534904476]