The Creative Group

Starting Salaries for Creative Pros Projected to Rise in 2013

According to the newly released “2013 Salary Guide” from The Creative Group, starting salaries for creative and marketing professionals are expected to rise an average of 3.5 percent in the coming year. Interactive creative directors, interaction designers and mobile designers are among the positions projected to see the highest gains in base compensation in 2013.

The “2013 Salary Guide” features average starting salary ranges for 127 interactive, design and marketing positions. The data can be customized for more than 135 markets in the United States and is available at www.creativegroup.com/salarycenter. The Salary Center has additional information on skills and positions in demand, and The Creative Group’s Salary Calculator, which allows visitors to the site to quickly compute salaries for a specific position and city.

“The growth of online, mobile and social media content has created strong demand for professionals with digital expertise. In fact, many companies and agencies are creating new interactive positions and can’t seem to fill them fast enough given the shortage of available skilled talent,” said Donna Farrugia, executive director of The Creative Group. “As a result, compensation increases for many digital roles are expected to exceed the industry average.”

According to data in the “2013 Salary Guide,” certain positions are anticipated to see notable salary increases.

Interactive creative directors and mobile developers can anticipate the biggest bump in base compensation (4.9 percent), with average starting salaries ranging from $95,500 to $160,000 and $80,250 to $113,250, respectively.

Interaction designers with one to five years of experience also should see a gain of 4.9 percent, to between $52,250 and $77,500.

User experience designers are forecast to receive a 4.8 percent salary increase, with starting compensation of $73,750 to $110,500.

Projected base pay for mobile designers and game designers is expected to be up 4.8 percent as well, with average starting salaries of $63,000 to $96,000 and $59,500 to $93,500, respectively.

“Creative professionals who possess a combination of strong design, technical and interpersonal abilities continue to be among the most desirable to employers, regardless of job title or experience level,” added Farrugia. “In fact, it’s not uncommon for many of these well-rounded candidates to receive multiple job offers.”

About the Salary Guide

Since 1999, The Creative Group (TCG) has produced its annual Salary Guide to offer business owners, hiring managers and professionals information on prevailing starting salaries in their geographic areas and insight into the latest employment trends in the creative field. Companies consult the guide to determine appropriate compensation for creative and marketing professionals at all levels.

In addition, the U.S. Department of Labor’s Bureau of Labor Statistics has used the guide when preparing its comprehensive “Occupational Outlook Handbook.”

Information in the guide is based on the thousands of job searches, negotiations and placements managed each year by TCG’s staffing and recruiting managers, along with the company’s ongoing surveys of advertising and marketing executives. Continuing or ongoing salaries are not reported because many external factors — such as seniority, work ethic, job performance and training — impact the salaries of full-time professionals as work histories develop.

LINKS

The Creative Group 2013 Salary Guide

The Creative Group

In-House Creative Teams Are Growing in Size and Status

A new research paper, “5 Trends Every In-House Designer Should Know,” indicates that over the next 3 to 5 years, in-house design and marketing teams will expand and exert more influence on creative efforts.

The report also sheds light on the inner workings of corporate design departments and highlights trends any creative professional can take advantage of in the coming years.

The research was co-developed by The Creative Group (TCG) and AIGA, the professional association for design. It is part of INitiative, a program developed to help in-house creatives make a greater impact at their companies, evolve professionally and connect with a broader network of peers.

For the study, TCG and AIGA surveyed more than 400 AIGA members, all of whom work in-house. The study team also interviewed thought leaders who have extensive corporate work experience.

Key Findings

  • Six in 10 (61 percent) in-house creatives expect their company’s budget for creative services to increase in the next three to five years; only 10 percent anticipate budget declines. In addition, 55 percent of respondents predict the size of their team will grow over the same time period versus 6 percent who think it will shrink.
  • Sixty-one percent of in-house creatives believe they’ll have more influence on their company’s business decisions in the next three to five years.
  • More than half (52 percent) of in-house professionals said the greatest challenge for their team is managing heavier workloads, and 58 percent of respondents expect to rely more on help from freelancers and agencies in the coming three to five years.
  • While 29 percent of in-house creatives expect to stay in their current role, half of respondents anticipate moving to another corporate job or agency, pursuing freelance work or leaving the industry entirely. This trend will make retaining good employees a key priority for employers.

In-House Creative Teams on the Rise

Why are corporate creative and marketing careers gaining appeal? In part, design is enjoying a higher perceived value to business, and companies are placing greater emphasis on branding and creative execution.

Organizations also recognize the unique value proposition in-house teams can provide: When asked to name the greatest single benefit of utilizing these resources over external agencies, a majority (57 percent) of respondents cited deep knowledge of the company’s brand and product or service offerings.

Heavier Workloads Challenge Teams

As the number of corporate initiatives rises, particularly in the digital realm, in-house professionals say managing heavier workloads is their biggest challenge. Savvy employers understand when to call in reinforcements — and this opens new opportunities for creative freelancers and agencies who seek to partner with corporate teams.
“Managers should always be looking for ways to keep their employees engaged and enthusiastic. This includes keeping a close eye on burnout potential and knowing who to call to quickly access freelance talent to help during busy times and keep creativity at its peak,” said Donna Farrugia, executive director of The Creative Group. “Planning fun team-building activities may seem like a simple solution, but it can relieve stress and build employee camaraderie.”

Strategy Translates to Greater Respect

While the in-house professionals surveyed predict they’ll play a greater role in their company’s business decisions, they still feel they’re battling a lack of respect from internal clients. Corporate design leaders say that their teams must take responsibility for bridging that “respect gap.”

“The value of the creative mind is being promoted in progressive business and strategy circles,” said Richard Grefe, executive director of AIGA. “To become what they want to be, in-house creatives must steep their own work in an understanding — and the vernacular — of corporate strategy.”

“To chart a positive in-house career path, creative professionals should focus not just on their work, but also on the results it generates and the value it brings to the company,” added Farrugia. “Creatives should gather as much data as possible on the outcomes of major projects. Did a new packaging design result in higher sales, for example? Did a website refresh lead to more orders? Create a compelling story about how your team solves business problems — and tell that story throughout the organization.”

Creative Teams Need Nurturing

As the economy strengthens, companies must make an effort to retain top performers or risk losing them. Half of in-house creatives surveyed anticipate changing jobs, whether to another firm or agency, or to pursue freelance work or a different industry. To avoid losing key players, employers must show them they are valued and create opportunities for continued growth.

“In addition to the perks and benefits a company can provide, offering various career paths for creative professionals can go a long way toward retaining top performers,” said Farrugia. “Expose employees to different leaders of the company and encourage them to volunteer for cross-departmental projects to help broaden their skill sets and build their professional networks.”

To download a complimentary copy of 5 Trends Every In-House Designer Should Know, watch interviews with thought leaders or learn more about the research project, visit: www.creativegroup.com/ctf.

The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis.

AIGA is the professional association for design, a nonprofit organization dedicated to advancing design as a professional craft, strategic tool and vital cultural force.

LINK

5 Trends Every In-House Designer Should Know

About The Creative Group

About AIGA

 

Report Shows Q4 Hiring Plans of Marketing and Ad Execs

Seventeen percent of marketing and advertising executives plan to add full-time staff in the next three months, according to The Creative Group Hiring Index for Marketing and Advertising Professionals. Four percent forecast reductions in personnel. The resulting net 13 percent of executives who anticipate hiring is up two points from the third-quarter forecast. Much of the growth is on the agency side, with a net 34 percent of these advertising executives planning to add full-time employees.

The Creative Group Hiring Index for Marketing and Advertising Professionals is based on more than 500 telephone interviews — approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees. Executives are asked whether their companies plan to increase or decrease the number of full-time advertising and marketing personnel on their staff during the coming quarter. The survey is conducted by an independent research firm and developed by The Creative Group, a specialized staffing service providing interactive, design and marketing professionals on a project and full-time basis.

Key Findings

The net 13 percent of executives planning to hire in the fourth quarter is up two points from the third-quarter 2012 forecast. A net 34 percent of advertising executives expect to add full-time staff, compared to a net 12 percent of marketing executives.

Forty-four percent of respondents said it’s challenging to find skilled creative professionals today, down seven points from the previous quarter.

Account services, web design/production, mobile applications development and brand/product management are the specialties in greatest demand, according to marketing and advertising executives.

Eighty-six percent of respondents report they are confident in their companies’ growth prospects for the fourth quarter, down three points from the third-quarter projections.

“Advertising agencies are increasingly busy as companies turn to them for help developing digital marketing campaigns and other branding initiatives,” said Donna Farrugia, executive director of The Creative Group. “Since many of these shops are operating with lean crews, they are filling open roles and creating new ones to access specialized skills and keep pace with growing business demands.”

Marketing and Advertising Specialties in Demand

When executives were asked in which areas they plan to add staff in the fourth quarter, account services ranked first with 22 percent of the response, followed by web design/production, mobile applications development and brand/product management (each with 14 percent).

Forty-four percent of respondents said it’s challenging for their firms to find skilled creative professionals, down seven points from the third-quarter forecast.

Marketing and advertising executives were asked, “In which of the following areas do you expect to hire in the fourth quarter of 2012?” Their responses:

  • Account services: 22%
  • Web design/production: 14%
  • Mobile app development: 14%
  • Brand/product development: 14%
  • Media services: 13%
  • Social media: 13%
  • Interactive media: 12%
  • Print design/production: 11%
  • Public relations: 11%
  • Marketing research: 10%
  • Creative/art direction: 10%
  • Copywriting: 8%

Perspectives on Business Growth

Marketing and advertising executives’ business confidence dipped slightly from last quarter. Eighty-six percent of those interviewed said they are somewhat or very confident in their firms’ prospects for growth in the fourth quarter, down three points from three months ago.

About the Hiring Index

The Creative Group Hiring Index for Marketing and Advertising Professionals is based on more than 500 telephone interviews — approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees within the United States. The interviews were conducted by an independent research firm.

Information from the study is featured in the Robert Half Professional Employment Report, which was launched in 2010 and is the first study of its kind to monitor the hiring environment for professional-level positions exclusively. Based on more than 4,000 telephone interviews with executives throughout the United States, it provides insight on employment trends to help businesses and job seekers prepare for the upcoming quarter. To see how hiring in the creative profession compares to other sectors, please visit roberthalf.us/per.

LINKS

The Creative Group

The Creative Group Hiring Index for Marketing and Advertising Professionals

Survey Asks Marketers About Business Use of Pinterest

Despite the rapid growth of Pinterest (the social networking site where users collect and share photos of their favorite interests and hobbies), a new survey by The Creative Group shows that few organizations are ready to dive in just yet.

Forty-four percent of advertising and marketing executives interviewed said they have no current interest in using Pinterest for business purposes. Only 7 percent reported they’re already using it, and another 10 percent said they intend to join the online pinboarding community.

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals, and conducted by an independent research firm.

Advertising and marketing executives were asked, “Which of the following statements best describes your agency’s/firm’s attitude toward Pinterest?” Their responses are shown in the chart below.

 

The survey revealed differences by organization type and size. Advertising executives at large agencies were more active on Pinterest than those at smaller agencies and their corporate marketing counterparts. Nearly one-quarter (24 percent) of advertising executives at agencies with more than 100 employees reported they are already using Pinterest as part of the marketing mix, and another 6 percent said they plan to create an account.

“With so many potential social media opportunities for businesses, marketers must carefully invest their time and resources in those that best match their demographics and brand personality,” said Donna Farrugia, executive director of The Creative Group. “Pinterest has attracted a huge following quickly, but companies may be waiting to see if its popularity will last and what the potential business uses are.”

Farrugia added that the visual nature of Pinterest makes it a useful self-promotion vehicle for creative professionals. “Designers can use Pinterest to showcase their work and curate images they like. This approach can be especially helpful for those just starting their careers as it allows hiring managers to get a sense of their aesthetic and style despite having a limited portfolio.”

The Creative Group offers three tips for using Pinterest to display your creative work:

Organize your boards wisely. If you want people to peruse your pins, you have to make it easy and intuitive for them to find what they’re looking for. Carefully consider what content you want to showcase, whether it’s a collection of your own print and web work or fascinating infographics you’ve seen, and create a clear, concise title for each board.

Create captions. Make sure viewers understand the context of your pins by labeling personal portfolio samples with the client’s name (assuming you have permission), project objective, your role and any positive outcomes. When repinning, comment on why you found the image compelling.

Build your following. The best way to attract more eyes to your Pinterest page is to engage with other pinners. Follow boards and users with similar interests, and then like, comment on or repin images you find inspiring.

About the Survey
The national study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 500 telephone interviews — approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees.

About The Creative Group
The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis.  To see how The Creative Group uses Pinterest, visit: pinterest.com/creativegroup.

LINK

The Creative Group

Three In-Demand Design Jobs That Offer Six-Figure Salaries

Although many people associate six-figure salaries with executive positions, those with a knack for technology and creative thinking can earn handsome compensation, too. According to research from Robert Half Technology and The Creative Group, salaries often top $100,000 for roles such as information architects, data security analysts and user experience (UX) designers. The generous compensation levels are due to high demand for these professionals.

“These highly specialized positions help companies implement essential projects, such as improving and securing the firm’s online presence across platforms, or gathering and analyzing business data,” said John Reed, senior executive director of Robert Half Technology and The Creative Group. “Employers are willing to pay well for these roles because they allow organizations to take advantage of new technologies and gain a competitive edge.”

The Creative Group 2012 Salary Guide

The Creative Group 2012 Salary Guide, which can be downloaded free, identifies starting salary ranges for more than 100 positions related to interactive design, marketing, advertising, and public relations. The figures in the guide are national averages, but can be adjusted for more than 130 U.S. markets.

According to the The Creative Group 2012 Salary Guide, these three design jobs often pay six-figure salaries:

Interactive creative director­. These individuals lead interactive creative teams, composed of designers, writers and art directors, who together are responsible for visual and conceptual creative direction and user experience. Average base compensation is $93,500 to $150,000. The midpoint is $121,750.

Mobile applications developer. As companies strive to reach consumers on smartphones, tablets and other mobile devices, they need professionals who can develop applications for the small screen. Average starting salaries for mobile applications developers range from $85,000 to $122,500. The midpoint is $103,750.

User experience (UX) designer. Because so much customer interaction happens online, companies are looking for professionals who can create positive digital experiences. The average starting pay range for these individuals is $71,750 to $104,000. The midpoint is $87,875.

Other in-demand creative positions for 2012 include: video producer, web analytics specialist, web designer/developer, SEO (search engine optimization)/SEM (search engine marketing) specialist, and online project manager.  The job descriptions for all of the positions listed in the guide can be found in the Salary Center of The Creative Group website.

LINKS

The Creative Group 2012 Salary Guide

 The Creative Group

Robert Half Technology 2012 Salary Guide

This guide covers salaries for a wide range of information technology positions. This year, analysts identified three in-demand jobs that can pay six-figure salaries.

Information architect. These individuals help define content strategy and design website features, as well as analyze audiences and their needs, in order to improve architecture and navigation. Base compensation for this position is between $78,250 and $116,000 on average. The midpoint is $97,125.

Business intelligence analyst ­. As companies strive to gather more information about their customers, they need professionals who can design and develop enterprise wide data analysis and reporting tools. Starting salaries range from $87,750 to $123,500 for this position, on average. The midpoint is $105,625.

Data security analyst. Security threats are constantly changing, and staff members who can analyze risk and protect against it are in demand. These workers can make between $89,000 and $121,500, on average. The midpoint is $105,250.

LINK

Robert Half Technology 2012 Salary Guide

Robert Half Technology

 

Hiring Survey Says Finding Skilled Creatives Is Challenging

Fifteen percent of marketing and advertising executives plan to add full-time staff in the next three months, according to The Creative Group Hiring Index for Marketing and Advertising Professionals.  Four percent forecast reductions in personnel. The resulting net 11 percent of executives anticipating hiring is up one point from the second-quarter forecast.

In addition, more than half (51 percent) of those surveyed said it’s challenging to find skilled creative professionals today, up 10 points from three months ago.

About the Survey

The Creative Group Hiring Index for Marketing and Advertising Professionals is based on more than 500 telephone interviews — approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees.

Executives are asked whether their companies plan to increase or decrease the number of full-time marketing and advertising personnel on their staff during the coming quarter. The survey is conducted by an independent research firm and developed by The Creative Group, a specialized staffing service providing interactive, design and marketing professionals on a project and full-time basis.

Key Findings

  • The net 11 percent of executives planning to hire in the third quarter is up one point from the second-quarter 2012 forecast.
  • Fifty-one percent of survey respondents said it’s challenging to find skilled creative professionals today, up 10 points from the previous quarter.
  • Social media, account services and web design/production are the specialties in greatest demand, according to marketing and advertising executives.
  • Eighty-nine percent of survey respondents report they are confident in their companies’ growth prospects for the third quarter, down two points from the second-quarter projections.

“Investments in online projects and, in particular, social media initiatives continue to grow,” said Donna Farrugia, executive director of The Creative Group. “Hiring managers at organizations of all sizes and in every industry seek professionals who can help develop and execute digital campaigns, and cultivate online communities. Agencies also are looking for account services professionals to help manage new and existing client relationships, as well as identify opportunities for growth.”

Specialties in Demand

When executives were asked in which areas they plan to add staff in the third quarter, social media, account services and web design/production ranked highest, each with 17 percent of the response.

Marketing and advertising executives were asked, “In which of the following areas do you expect to hire in the third quarter of 2012?” Their responses:

Social media 17%
Account services 17%
Web design/production 17%
Brand/product management 16%
Media services 15%
Print design/production 15%
Interactive media 12%
Public relations 12%
Mobile applications development 12%
Marketing research 11%
Creative/art direction 10%
Copywriting 10%

 

Note: Multiple responses permitted. Top responses shown.


Perspectives on Business Growth

Marketing and advertising executives’ confidence in their ability to attract new business dipped slightly from last quarter. Eighty-nine percent of those interviewed said they are somewhat or very confident in their firms’ prospects for growth in the third quarter, down two points from three months ago.

LINKS

The Creative Group

Creative Group Career Magazine

 

Survey Shows Companies Plan to Spend More on Social Media

In a new survey by The Creative Group, more than half (53 percent) of advertising and marketing executives interviewed said they expect companies to increase their investment in Facebook this year. Respondents also anticipate more marketing dollars will be channeled toward Twitter (43 percent), Google+ (41 percent), LinkedIn (38 percent) and YouTube (36 percent).

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals. It was conducted by an independent research firm. The survey results are based on more than 500 telephone interviews — approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees.

When advertising and marketing executives were asked, “Do you anticipate that companies will increase or decrease their advertising/marketing investment in the following social media sites in 2012?,” their responses were as follows:

“Companies recognize the powerful role social media can play in brand building, and they are willing to invest in initiatives that can help them increase customer engagement,” said Donna Farrugia, executive director of The Creative Group. “As platforms like Facebook continue to evolve, it’s especially important for businesses to keep pace.”

Added Farrugia, “Although companies plan to spend more on social media, finding the talent needed to oversee these programs can pose a challenge. Bringing in freelancers who have worked on successful social media initiatives can be helpful, since these professionals can not only develop and implement strategies but also impart their expertise to core team members during the process.”

LINKS

 About The Creative Group