1.1 Identify the industries within the Creative Media sector
Advertising
As
a form of communication, Advertising intends to persuade a particular
audience to take an action – for example purchase a product or use a
service. A range of platforms can be used, such as broadcasts, print
and online advertising.
Advertising companies in the UK
range from creative agencies to sales departments, with almost 250,000
individuals working in advertising at around 13,000 companies. Each
year, this sector generates £6.2 billion in the UK Economy.
Advertising roles can be split into five departments:
Account services – client liaison, account managers
Creative – Concepts and ideas
Production – Put concepts into reality
Media – Work with different elements of the media and organisation of the campaign
Other – Researchers, Interns
Publishing / Press
This
sector covers a wide variety of industries from books and journals to
newspapers and mailing lists. It covers both printed and online
literature and roles such as journalist, copywriter or designer.
The
publishing industry is mainly composed of small companies, with around
88% of them having less than just 10 employees. The main area of
employment for this particular sector is London
and the South East. The average annual turnover is in the region of
£10.1 billion, and is considered one of the biggest exporters for the UK
Creative Media Industries.
Sub sectors within the publishing industry can include:
Books – traditional and e-books
Journals
Newspapers
News Agencies
Magazines
Promotional literature
Gaming
The
gaming industry has increased in prominence and reputability over the
years, and continues to break records for sales of entertainment
products. The 1960s saw the launch of the first games, and by the 1970s,
video arcades and home consoles created a recognised gaming industry.
Computer game development involves large teams and can cost millions of
pounds. Around 485 businesses are part of the gaming industry, with 35
companies that can be classes as support companies.
Both
the internet and the growing availability of powerful wireless
platforms have had a huge positive impact on the gaming industry – the
former allowing for multiplayer gaming, and the latter seeing the
introduction of apps and mobile games to handheld devices.
Film / Moving image
The
film / moving image industry encompasses the development, production
and sale of video in a wide range of formats and platforms, including
movies, shorts, documentaries, TV shows and commercials.
The
film industry consists of six sub sectors – Development, Production,
Facilities, Distribution, Exhibition and Export. Production companies
are often created for the purpose of a single project, and are then
closed following the completion of production. Therefore, while there
are around 400 production companies, this figure depends on, and varies
according to, the amount of productions currently being worked on. Out
of the current registered companies 43% are production, 13% are
distribution and the remaining 44% are exhibition companies.
The UK film industry contributed around £4.3 billion to the economy in 2006, increasing on the 2004 figure of £3.1 billion.
Job roles within the film industry can fall into the following five sectors:
Development – ideas and concepts, financing and writing scripts
Production – shooting and setting up film scenes
Post Production – turning raw footage into a finished product
Distribution – selling the product (cinemas, retail, rentals)
Exhibition – Public cinemas
The
hundreds of jobs available in this industry each require a variety of
specialist skills, with the majority of roles falling into the
production sector.
Photo Imaging
Whilst this sector does include photography, it is also responsible for a range of other careers revolving around photography, including paparazzi and press.
There are around 43,100 people working in the Photo Imaging industry, 51% of these based in the south of England.
8,700 companies make up this industry; the majority (68%) are sole
trading or freelance photographers, the remainder can be broadly
categorised as follows:
-Image producers
-Photo retail
-Picture libraries and agencies
-Manufacturers
-Support services
Most of these are small businesses, employing only five or fewer people.
Audio
The audio industry is diverse and covers many different aspects of the development, usage and performance of sound and music.
1.2 Identify cross-industry ownership in the Creative Media sector
Virgin Media is a great example of cross-industry ownership, as they as a brand cover a wide variety of services and products such as a record label, TV service, Broadband, Mobile, Trains and others.
1.3 Identify the relevant relationships between a range of industries within the Creative Media sector
If you wanted to bring a product to the market place there are a variety of industries that would need to be involved in the process. If you needed a website, you would have to utilise a design agency, who in turn would likely hire a photographer to provide assets or a film company to shoot video for advertising campaigns as well as an advertising company to manage the advertising strategy, and possibly even a copy writer to provide content for the website.
2.1 Outline the stages of a specific Creative Media project life cycle
Using a global pack art campaign as an example, the client would first go to a design agency with a spec, the design agency would interpret the brief and then employ designers, photographers, digital artists, print production designers and 3D artists.
2.2 Identify teams and activities relevant to a specific project
For the pack art, there would need to be a location (either studio or on location), models, wardrobe assistants, makeup artists as well as access to software such as Photoshop, Illustrator and InDesign.
3.1 Outline the aims of a specific Creative Media organisation
Using the example of a design agency, their aim is to interpret briefs from clients and produce original media content incorporating the client's branding and ethos.
3.2 Identify the role of a specific team within the organisation
A design team will consist of a Head Designer who will then work with an art director and an account manager to interpret a client's brief, this will then be handed over to mid-weight designer who will work on the bulk of the design and assisted by an intern or junior designer.
3.3 Outline the relationship between the specific team and others within the organisation
The art director from this team will mediate with other creatives within the agency with a view to creating original content to be incorporated into the design, this may include photography, developing a type-face or developing a whole new brand concept.
4.1 / 4.2
Head Designer: In charge of the overall look and feel of the design as well as key concepts. For the duration of the project the HD will ensure consistency of the product and make sure that it follows their guidelines for design output.
Art Director: Will work with the Head Designer to create visually compelling ideas via a mood board or research based on already existing content. They will then submit key concepts for development. They will oversee photo shoots to ensure consistency with the brand and also ensure that the design matches the look and feel based on the mood board and brand concepts.
Account Manager: They liase with the client to agree the budget and any requirements for developing the existing brand. They will ensure that the whole project doesn't go over budget or liase with the client if there is a need for contingency in the budget.
Mid-weight Designer: Works to the head designer's brief and develops the bulk of the content. They will also ensure that the designs are meeting guidelines for output on a regular basis.
Junior Designer: Assists the Mid-weight Designer and supports them to ensure that the project is delivered following the Head Designers guidelines.
