Art Directors' Perspective on Working with Illustrators

The speaker emphasizes the value of gaining even a single valuable insight from conferences.
The speaker shares insights learned from art directors and research, drawing from their background as an illustrator, art director, creative director, and publisher of 3x3 Magazine.
The speaker's multifaceted experience, from being an illustrator to hiring illustrators to publishing their work, provides a comprehensive perspective.

A survey was conducted with 600 art directors and art buyers in the United States to gather their perspectives on working with illustrators and photographers.
A sample size over 200 is statistically significant, making 600 a robust number.
The survey focused on the US market.

Energetic:
- Art directors seek enthusiasm and a proactive attitude.
- Illustrators should convey excitement and a commitment to doing their best work through email communication or phone conversations.
Polite:
- Address people respectfully and formally until a relationship is established.
Adaptable:
- Flexibility is essential due to tight deadlines and unforeseen challenges.
- Illustrators should be willing to work through issues collaboratively.
Personal:
- Personal touches, such as thank-you notes and Christmas cards, are important for building relationships.
- Art directors often move between publications, making relationship-building crucial.
Organized:
- Organization is essential for managing assignments effectively.
- Using a pencil and paper to jot down ideas is helpful.
- Clarify any uncertainties about the assignment, deadlines, and specifications by asking questions.
- Reaffirm the assignment details, including the due date and size, at the end of the conversation.
Collaborative:
- Be open to collaborating and understanding it's a team effort.

Art directors hire illustrators to solve visual problems and contribute to the creative process.
Illustration invites illustrators into the creative process, unlike photography, where the art director might set up the shot.

Illustrators should be fair and reasonable when discussing compensation for their work.
Don't be afraid to ask for more money, especially for tight deadlines or complex problems.
Understand the art director's position and the levels of approval they must navigate.
Experienced art directors are empathetic to illustrators' needs.
Aim to give your best work; art directors seek A-level quality.

While many illustrators and art directors may not be extroverted, being lighthearted can be very helpful.

Illustrators should socialize more with art directors to build relationships.
Start with a casual coffee meeting as an initial introduction.
Progress to lunch or drinks after work as the relationship grows.
Join art director clubs, AIGA, or local advertising clubs to network.
Focus on learning about the art director during these interactions, rather than aggressively promoting your work.

Be a good listener and respond thoughtfully.
Have confidence in your work and articulate why it is a good solution.
Express passion for your work, as it is contagious and builds strong relationships.

Agents can be valuable for negotiating fees and contracts.
Agents can provide honest feedback that art directors might hesitate to give directly to illustrators.
When working with agents, the art director typically discusses the assignment details directly with the illustrator.
Reps play a big role in protecting the illustrator.

The initial email and subject line are crucial.
Compare the process to dating: start with a quick coffee meeting.
Art directors are often more willing to meet with artists who have traveled from afar.

Successful illustrators negotiate their fees and don't hesitate to ask for more.
If the offer is too low, explain why you cannot accept it, emphasizing the complexity of the assignment.
Illustrators are often underpaid compared to photographers, considering the additional costs associated with photography (assistants, stylists, retouching).
Be mindful of the time commitment, complexity, and turnaround time when determining a fair price.

Find out who to contact in accounting for payment inquiries.
Contact accounting if payment is not received within 30-45 days; contact the art director if it exceeds 60 days.
Consider visiting the accounting department in person if you're in the same town and payment is significantly overdue.
While you can charge late payment fees (e.g., 1%), it may not be practical for smaller amounts due to legal limitations.
Factor late payments into future negotiations by increasing your fee.
Specify payment terms (e.g., due upon receipt, within 15-30 days) on your invoice.
Payment due upon receipt.

Evaluate your strengths and interests to identify suitable clients.
Focus your efforts (rifle approach) rather than using a broad, unfocused approach (shotgun approach).
Tailor your portfolio to match the style and focus of the publication or client.
Research and understand the aesthetic and preferences of the art directors you target.
Selectively participate in shows and competitions that align with your work.

Limit revisions to one round if possible.
Discuss budget adjustments if excessive revisions are requested (more than two).
Be prepared to decline further revisions if necessary.
Experienced illustrators have encountered similar situations and may choose to walk away from projects with excessive revisions.
Consider the financial implications and potential for future work when deciding how to proceed.
Share your experiences with other illustrators to identify problematic clients or art directors.

Defend yourself, be strong, and be firm. Have an honest discussion, make sure you are defending yourself. Be firm but do not be pissy with the other party. Make a sound financial decision.