Job Redesign and Workplace Rewards Assessment:
Advertising art director at an advertising agency
Job components, tasks, or responsibilities
Employees whose work focuses on designing the content of advertising often have a greater deal of leeway in terms of governing their day than other types of employees. Advertising professionals are 'creatives,' meaning that their output is more subjective in its value than, say, a factory employee that must produce so much of a particular product per diem or even an accounting professional that must perform an audit. An advertising art director's role is serving the customer. "An art director usually works alongside a copywriter to form a 'creative team'. Traditionally, the copywriter produces the words to go with the visuals created by the art director" (Advertising art director, 2014, AGCAS). Working with the client closely from the beginning to gain a sense of what the client needs from a particular project; storyboarding an advertisement; working on location during the direction of an advertisement are all components of the art director's job.
In general, a great deal of intrinsic motivation or 'love of the job' is assumed: most persons in advertising take a great deal of personal pride in offering a high-quality product. Although most major companies offer competitive salaries to art directors, they are traditionally not the highest-paid professionals at the organization at least in part because of the fact that the excitement of generating an imaginative product is supposed to be part of the inherent pleasures and therefore the rewards of the work. Art directors are not hired purely based upon education and past experience alone: they must exhibit enthusiasm and embody the ethos of the advertising content the company is striving to produce. Advertising is never a fungible and interchangeable product -- every piece of advertising is unique and every advertising agency strives to have a unique style.
Company-wide rewards
Advertising professionals may be rewarded on commission or upon salary. Advertising art directors are usually salary-based professionals, versus advertising salespersons those who sell the content to other entities. With performance-based rewards, a "winning system should recognize and reward two types of employee activity-performance and behavior" (Cutler 2014). In other words, employees should be judged on output...
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93). This approach allows members of the team to act autonomously; that is, once the supervisor is selected each member of the team has their own target to hit, and their own method or tools for realizing their target or goal. When they achieve this goal, they are rewarded through recognition of their efforts and greater autonomy or a promotion. This in turn may lead to increases in status
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