Unlocking Creativity #3: How Should Marketing Artist Case Studies be and How Should They be Evaluated?

Insights and Strategies

New week, new article... Here we go..

As I've mentioned before, I'm actually answering the general questions you've asked me on LinkedIn. (From investors, CEO’s, Managers and Artists)

Today's topic: How should Marketing Artist Case Studies be and how should they be evaluated?

To minimize hiring mistakes, you can also share this article and subscribe to my blog.

So grab your coffee and read this article carefully.. 

Unlocking Creativity #1: Building an Effective Creative Team for Success

First of all, I've heard that in some companies, store icons and store images are made by Marketing Artists. They even had such requests in their cases. Lol. 

Anyway, when you see such a case, all artists can escape from those companies. Because normally you can’t assign a task of the Art team or Aso team to Marketing Artists. Especially in these times when AI can handle most things for you..

TIP

Definitely use AI for App Store icons. Save time and don't burden the Art team's time with icon tests. Because there are tons of AI tools that will create great icons for you within 3-5 seconds..

So, what should be included in Study Case and what should be measured?

Unlocking Creativity #2: Essential Skills Every Creative Artist Must Have

This is actually open-ended question for everyone.. Because it depends on the talents you're looking for.

For example, if you have a Match-3 game, and want to create similar creatives to Royal Match (from Dream Games), then you might focus on artists who are skilled in Blender and specialized in fluid physics. Or if you have a team, train them on this. They will learn liquid physics in 7-8 days. No big deal.

If we go back to our question, the case should consist of 3 stages:

• Generate creative ideas

• Produce creatives for a game of your choice

• Data analysis

Now let's dive deeper..

• Generate Creative Ideas

One of the most challenging issues is that creative artists often fail to be effective in brainstorming meetings and fail to present an idea.. You can measure this in the case stage.. You can also ask them what tools they will use to bring their ideas to life during the online meeting phase.

• Produce Creatives for A Game of Your Choice

Make sure to request creative production for one of your games. If necessary, prepare a special Unity project for the case and assess the artists proficiency in Unity. Remember, the aim is definitely measure the artists perspective and their editing style. Of course, consider the artists portfolio in this phase as well.

• Data analysis

An artist must definitely have knowledge of data. The common point in all my articles so far is data.. 

In this phase, you should put a comparison in the case. Like Creative A vs Creative B, and ask them to which one is best or bad or have improve to room. Make sure they should make a comment about their thesis..

-Personal Comment-

Another issue in this regard, some companies are really strict about data sharing their employees. I heard that they don't even share their fb ad account. You should open all panels to your artists. This is part of their job. Constantly asking the UA manager about the test results of their creatives nonsense. The artist should look and interpret themselves.

So what if you didn't like the case and going to write a rejection email to the candidate:

Firstly, explain in this email where and what mistakes were made. A plain rejection letter (without explanation) will adversely affect your company.

Offer a small fee per case to the artists you reject. Because people really take the time to make a case for your company, and some companies really waste artists time.

See you next time!