So, you want to be an art director...

Q: How do you know if you're a natural art director?

A: If you're someone who has always been aware of the artistic flow of things – doodling and drawing whenever you have a chance (and people comment on this far more than on your maths abilities!), you're probably a natural art director. You usually also find concepts extremely interesting – your pictures will generally not just be pictures, but rather tell stories. One of your passions will be expressing yourself: creating things that say volumes in no time at all.

Q: What key qualities should an art director have?

A: Definitely a keen eye for aesthetics, design and composition, and art and balance. Beyond recognising beauty in things and beautiful things, you must understand why they are beautiful – and be able to explain this. As an art director you'll also need to be able to express yourself in a relative way and not always in the way that's expected. I also think we're natural storytellers. This quality adds a new dimension to your creative work and how you motivate your concepts to clients in presentations. You definitely don't have to be able to spell – as passion will persist!

Q: What are the biggest misconceptions of the job?

A: That it's instantly fun, sexy, glamorous and pays well – and that it's guaranteed to make you famous.

Q: What is the biggest job reality you should know about?

A: Consistency is king. When most people set out to play in this industry, they don't know what it requires. If there's one thing I've learnt it's that you have to perform – that you can't drop the ball. You always have to produce work of the highest quality, no matter how you're feeling. You have to constantly push the good in your work and learn to subtract the bad very quickly.

Q: Describe what's involved in the job. What are an art director's core responsibilities?

A: To communicate the client's wishes and brand in the most memorable way possible. Your responsibilities centre completely around the brand and the brief.

Q: Describe a typical day as an art director.

A: Your day will usually start with a quick cup of coffee before you launch yourself into your tasks. The traffic manager will assign you certain briefs which you'll need to start working on with your team. You'll be involved in taking briefs, conceptualising, displaying your ideas in scamp form and then presenting and refining these. You'll also be involved in client presentations – where your storytelling abilities will come in when you have to motivate your ideas and concepts. While you'll spend a lot of time in front of your computer, most of your work will be done away from it when making coffee, speaking on the phone, watching TV, eating supper. Your ideas never switch off.

Q: What are the biggest challenges you must be prepared to face?

A: I think the biggest one is consistently producing high quality work – no matter how many briefs you have running simultaneously, or the poor quality of the brief, or the not-so-great team you have to work with, or the fact that it's due in two hours time! You have to be able to perform whenever, wherever.

You also need to be able to take criticism – realising that comments about your ideas or execution aren't directed at you personally. This is a high pressure industry; there's usually no time for niceties. Criticism is often brutal and extremely direct. You need to remain focused on the fact that it's about getting the best possible piece of work out there for the client at the end of the day and not about you or “your” work. You can't be precious about your ideas. And you can't take things personally.

Q: What makes it such an exciting job?

A: It's thrilling to be able to experience the real fruits of your labour – seeing your advert on TV; passing your billboard at the airport. Gratification is usually fairly instant in that sense. I believe the work of an art director also nurtures and feeds your creativity and soul – every minute spent with a brief researching, interviewing, brainstorming gives you an opportunity to learn so many new things about the world and about yourself. It makes you more interesting.

Perhaps the most incredible thing about the job, though, is it gives you an incredible opportunity to shine – if you're brilliant at what you do, and passionate about it, the sky is the limit. Your genius will be noticed and rewarded. (I'm still waiting!)

Q: What is the best route to follow when it comes to training to become an art director? Do you need a degree or diploma?

A: I would suggest you go to a specialist advertising school to become an art director – as you'll be equipped with the tools you need to do the work, and also become familiar with the process and what is involved.

Q: What kind of opportunities can you look forward to?

A: As an art director you're truly the captain of your own destiny. No matter the agency you work for or the team you're saddled with, your creativity and talent will be noticed. I think it's also incredible to be able to affect society and comment on it through your work – something you have the incredible opportunity to do. Your work has the ability to become part of the social fabric – you get to change and affect brands and people. It's incredible!

Q: The best thing about being an art director is...

A: The things you think of can become real.

• The Switch Group is a multi-disciplinary brand consultancy offering its clients a complete design solution spanning through-the-line advertising, branding and design, and interior design and architecture. For more information, go to www.switchdesign.com.