OR MediaCity UK, Manchester

Transcription

1 Job Title CREATIVE HEAD Job Family/Specialism Production / Creative Grade 9 BBC Division BBC Marketing & Audiences Reports to Exec Creative Directors Account/Budget Responsibility ( ) Budget responsible People Manager Responsibility (Y/N) Y Number of Direct Reports 5+ Number of Indirect Reports 5+ Locations and Usual Base Broadcast Centre, London OR MediaCity UK, Manchester About the BBC Our aim is simple - to enrich people's lives with programmes and services that inform, educate and entertain by being the most creative organisation in the world. But we don t focus simply on what we do we also care how we do it. Working here means you ll be part of something genuinely special. We re different from other broadcasters. We re funded by the licence fee and guided by a unique set of principles and values. People know us and are passionate about what we do. You ll also be involved in things that are enjoyed by millions. About the Division Creative Heads are key leaders within BBC CREATIVE, the BBC s new in-house Creative Agency. We create promotional campaigns and branding for BBC programmes and services; our work is showcased on air every day, if you look between the programmes. But our work is much broader than that.. we work in all media and produce work for all platforms. A recent example of our work can be seen here: Size and Scope of the role A senior leader overseeing the creation of multi-platform advertising campaigns for major BBC brands, working closely with the BBC Marketing team and other senior BBC stakeholders. You will work into the Exec Creative Directors, Aidan McClure and Laurent Simon. Purpose of the role To lead and inspire a team, creating work of the highest standard. Our aim is to be the best creative floor in the country. Page No 1

2 Creative teams work on a broad range of material in all media and for all platforms, from 30 TV or Radio trailers to online or social media content, and from simple audience communication to hi-end campaigns. Key Accountabilities / Responsibilities Team leadership 1) To lead the implementation of an integrated promotional strategy across a portfolio of brands, ensuring consistency and quality in all output. 2) To drive forward and manage major promotional campaigns. 3) To manage stakeholders across the BBC in order to deliver excellent creative solutions. 4) To line manage a number of Creatives and to lead, enthuse and encourage a working atmosphere of risk taking and innovation, embracing new ways of working. 5) To act as a mentor - training and developing creative staff, and appraising mentees/direct reports in a fair and consistent manner. 6) To provide creative and professional guidance to any team member, leading by example where appropriate. 7) To ensure that the team s promotional output is editorially and technically compliant, and conforms to BBC Guidelines. 8) To ensure that all activity is undertaken in line with company and legislative guidelines. 9) To work closely with, and support, the team Production Traffic Manager. Creativity 10)To create and oversee complex, innovative and effective promotional campaigns. 11)To come up with and present a number of ideas/concepts for any promotional project. 12)To work to formal/informal creative briefs, and ensure material from the team is highly targeted and meets agreed objectives. 13)To inspire the team to generate outstanding creative work, coaching and mentoring as well as leading by example. Production skills 14)To lead by example, setting a high standard of production values. 15)To coach and mentor team members to ensure that all promotional output is of high quality. 16)To manage large-scale promotional projects, across all media - commissioning staff/contributors as appropriate. and briefing Page No 2

3 17)To originate promotional material by commissioning, directing and/or producing elements required for multi-platform campaigns. 18)To research / design / select / edit together the most appropriate material, to produce effective multi-platform promotions (using self op technology as required). 19)To write effective copy, for any media (and direct voice-over artists/presenters where appropriate). Financial Management 20)To be responsible for the financial and/or purchasing authority vested in the post, and to ensure that this authority is exercised in accordance with BBC financial arrangements in close liaison with the Production Traffic Manager. 21)To work within financial limits and take responsibility for the budget issued, including resource management and the contracting of resource personnel. 22)To obtain by negotiation the best possible value for money for the BBC. Communication and Business Culture 23)To be responsible for communication within the team, ensuring that key messages are communicated out in a timely and appropriate manner. 24)To liaise with marketers and programme producers, and to develop strong working relationships with stakeholders and partners. 25) To work closely with craft personnel, briefing them effectively to produce the required material. 26) To contribute to the development, realisation and evaluation of broader company and department initiatives. 27) To be a role model within the business, ensuring effective recruitment, appraisal, training, development, and communication processes are in place which meets or exceeds BBC standards. 28)To be aware of and operate within the relevant company policies. 29)To be aware of safety responsibilities and actively seek information and participate in appropriate training. To provide appropriate information and ensure suitable training to other staff. 30) To constantly strive towards continuous improvement in all of output/ performance on a team and individual basis. To ensure that best practice forms an integral part of operational and managerial practice. Page No 3

4 Key Relationships External: Works with the production and programme making community, both within the BBC and externally Internal: Works with marketing colleagues, and with key stakeholders across the organisation Person Specification Knowledge & Experience Must be an outstanding creative in your own right, and have significant experience in Broadcast Promotions or Advertising Plus: Proven leadership skills Multi-platform credentials Hi-end production experience Key skills Excellent creative leadership skills, with a proven track-record of devising and overseeing original cross-media promotional campaigns: 1) Creativity - Idea generation / conceptual thinking 2) Creativity - Developing integrated creative treatments / Copywriting 3) Production overseeing production / post production 4) Creative leadership Inspiring creativity 5) Stakeholder management Influencing senior stakeholders Summary of other skills: A genuine flair for integrated thinking and campaign phasing An understanding of modern technologies, social platforms, apps and the digital world in general Good interpersonal skills, sensitive and persuasive in dealing with others Resilience and flexibility Ability to exercise sound judgement Marketing awareness / audience focus Detailed requirements: Experience 1. Excellent track record in the creation of either promotions or commercials within strict financial constraints. 2. Highly developed creative, managerial, and organisational skills based on proven ability and experience. Knowledge 3. Demonstrates an in- depth understanding of current marketing principles. Page No 4

5 Person Specification 4. Possesses up-to-date knowledge of the latest production technology across all media/platforms. 5. An awareness of BBC strategy, goals and objectives. 6. An understanding of ofcom guidelines and other relevant legislative guidelines. 7. An awareness of knowledge of Health and Safety issues in the workplace and on location. 8. Knowledge and understanding of the editorial and ethical standards of the BBC. 9. Comprehensive understanding of the budgetary constraints and implications within which promotions teams work i.e. BBC accountability / value for money. Skills and Behaviour 10. Excellent creative and craft skills (copywriting, art direction etc), with an outstanding track-record of original idea generation 11. Proven ability to create multi-media campaigns for all platforms 12. Well developed inter-personal skills - sensitive and persuasive in dealing with others etc 13. Excellent written communication skills 14. Proven people management and leadership skills 15. Able to demonstrates sound judgement 16. Strong planning and organisational skills 17. Demonstrates clear audience focus 18. High level production knowledge Competencies associated with the role Creative Skills / Judgement Highly developed creative skills, both in terms of personal achievement and creative leadership. Able to set high creative standards and transform creative ideas into highly effective integrated campaigns/projects. Leadership skills Able to create a vision and inspire others to realise it irrespective of circumstances. Provides staff with a clear sense of direction and purpose. Able to gain respect of peers, managers and operators alike. Talent Management Is able to recognise creative potential and continually fosters the development of that potential. Creates a climate in which potential can be realised, encouraging broad thinking, experimentation and risk taking and Page No 5

6 managing that through to facilitate the production of outstanding work. Audience & Brand strategy Able to operate at a high level and identify a vision for the promotional strategy, owning the implemented to meet the marketing goals. Has a deep understanding of marketing principles and the challenges facing the BBC; is able to work successfully with colleagues in Marketing and Audiences, based on broad knowledge of what drives campaign effectiveness. Business/Financial Management Demonstrates an understanding of the Public Service environment. Is able to apply the value-for-money principles in terms of costs, the market and added value. Can use financial information to support/influence decision-making. Planning and Organising Able to think ahead to establish an efficient and appropriate course of action for self and others. Prioritises and plans activities taking into account all the relevant issues such as deadlines, staffing and resource requirements. Decision-Making Able to identify objectives and take responsibility for making rational decisions, rendering judgements and taking action following a logical evaluation of the facts, to meet the end goals. Analytical Thinking Able to simplify complex problems, processes or projects into their component parts. Can explore and evaluate them systematically, can identify causal relationships and construct frameworks for problem solving and/or development. Undertakes all tasks in an innovative, problem-solving, analytical way. Updates skills, demonstrates a commitment to continuous learning. Communication / Relationship Management Able to adopt a range of styles, tools and techniques appropriate to the audience and the nature of the communication. Able to build strong working relationships with partners, stakeholders and colleagues, influencing and persuading as required; able to handle senior stakeholders with diplomacy and sensitivity, collaborating effectively. Resilience Able to maintain personal effectiveness by managing own emotions in the face of pressure, set backs or when dealing with difficult situations. Approach to work is characterised by commitment, motivation and energy. BBC Marketing & Audiences is committed to promoting Equality and Diversity among our employees and developing a positive culture where everyone can develop their full potential across BBC divisions. We welcome and encourage applications from people from all different backgrounds. We particularly welcome applications from Black, Asian and Minority Ethnic (BAME) candidates, as staff from these specific groups are currently under-represented within the BBC. We also strive to reflect our audiences and are committed to recruiting more women into Marketing & Audiences. Job Code: Definition: This job description is a written statement of the essential characteristics of the job, with its principal accountabilities, incorporating a note of the skills, knowledge and experience required for a satisfactory level of performance. This is not intended to be a complete, detailed account of all aspects of the duties involved. Page No 6