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Competency Matrix Creative 100802
Competency Matrix Creative 100802
Creative
Category Competency Description
Content Innovation Demonstrating innovative out-of-the-box ideation
Channel Exploitation Developing expertise in multi-platform creative design
Functional Skills Client Sensitivity Understanding problems from clients’ perspective
Work & Time Management Planning & executing work in a timely and efficient manner
Communication Skills Ability to communicate effectively verbally and in writing
Team and Leadership Skills Ability to work together and lead in teams
Behavioral Skills Personal Development Ability to manage and develop career within the firm
Firm Culture Fulfilling role as part of the JWT firm and culture
Functional Skills – Content Innovation
Demonstrating innovative out-of-the-box ideation
Graphic Designer Senior Graphic Designer Junior Art Director Art Director Senior Art Director
(Interactive) (Interactive) (Interactive) (Interactive) (Interactive)
(Junior Level +) Junior Copywriter Copywriter (Interactive) Senior Copywriter
(Interactive) (Junior Level +) (Interactive)
(Previous Level +)
Exhibits creativity and Consistently designs creative Demonstrates the ability to Produces work that generally Is not hesitant to come up
excellence in designing new art work think outside the box, coming ranks above 6 on the JWT with and defend
work Demonstrates a more refined up with innovate ideas in scale controversial or
Exhibits courage in trying taste in creative work answer to client briefs Demonstrates a more refined unconventional ideas
out new ideas or techniques, Able to constantly innovate in Exhibits courage in trying out taste in creative work, Able to constantly innovate
overcoming the fear of the work, minimizing the new ideas or techniques, leading to always “fresh” in the work, minimizing the
failure or of critique repetitiveness of ideas overcoming the fear of failure ideas repetitiveness of ideas
Recognizes own strengths in Recognize and master own or of critique Master the ability to re-
work and works on refining strengths in design skills and Recognizes own strengths in invent own work on every
them leverage these whenever work and works on refining assignment
possible them Recognize and master own
Produces work that generally strengths in creative skills
ranks above 6 on the JWT and leverage these
scale whenever possible
Produces creative ideas that
consistently rank high on
the JWT scale
Begins to collect own library
of advertising, to be
referenced whenever
needed
Associate Creative Director (Interactive) Creative Director (Interactive) Executive Creative Director (Interactive)
(Senior Art/Copy +) (Associate Creative Director +) (Creative Director +)
Maintain the ability to innovate and generate Pushes the thinking and creativity of more Pushes the thinking and creativity of more
new ideas especially on existing and long-term junior team members junior team members
clients Leverages and shares experiences and trends Leverages and shares experiences and trends
Demonstrate the ability to leverage previous from previous projects from previous projects
work to come up with more innovative Is an expert in referencing innovative and Recognized inside and outside the firm as a
campaigns successful historic work reference for creative work
Has a good, structured and consistent judgment
on innovative ideas
Demonstrates the ability to judge and criticize
the work of more juniors creatives
constructively
Has the ability to reference innovative historic
work in a way that strengthen the presentation
and gives more credibility to the creative work
proposed
Functional Skills – Channel Exploitation
Developing expertise in multi-platform creative design
Graphic Designer Senior Graphic Designer Junior Art Director Art Director Senior Art Director
(Interactive) (Interactive) (Interactive) (Interactive) (Interactive)
(Junior Level +) Junior Copywriter Copywriter (Interactive) Senior Copywriter
(Interactive) (Junior Level +) (Interactive)
(Previous Level +)
Has a general Understand the different Has a fair understanding of Demonstrates the ability to Is aware and up-to-date on
understanding of the requirements of designing art the different platforms and create seamless ideas across new technologies,
different available platforms work for different channels communication channels platforms, i.e. come-up with communication channels
and touchpoints Can leverage the different Can comfortably use tools ideas that work across and trends in the market
For specialized resources: tools to tailor work to different required communication channels Masters all technology and
demonstrates a full platforms For specialized resources: Is Has a fair understanding of tools required
understanding of own For specialized resources: has a an expert in using the the production requirements Able to conceive, develop
channel complete understanding of required tools and softwares and techniques and finish an idea
how to leverage own channel For specialized resources: has Demonstrates deep of
to create creative design an understanding of the knowledge of the different
available tools and softwares production requirements
and how to best use them to and techniques
improve art work
Graphic Designer Senior Graphic Designer Junior Art Director Art Director Senior Art Director
(Interactive) (Interactive) (Interactive) (Interactive) (Interactive)
(Junior Level +) Junior Copywriter Copywriter (Interactive) Senior Copywriter
(Interactive) (Junior Level +) (Interactive)
(Previous Level +)
Makes an effort to listen and Makes an effort to listen and Makes an effort to listen and Makes an effort to listen and Makes an effort to listen and
understand the perspective understand the perspective of understand the perspective of understand the perspective of understand the perspective
of clients clients clients clients of clients
Always keep client Always keep client priorities in Always keep client priorities Always keep client priorities Always keep client
priorities in mind mind in mind when developing art in mind priorities in mind when
work developing art work
Graphic Designer Senior Graphic Designer Junior Art Director Art Director Senior Art Director
(Interactive) (Interactive) (Interactive) (Interactive) (Interactive)
(Junior Level +) Junior Copywriter Copywriter (Interactive) Senior Copywriter
(Interactive) (Junior Level +) (Interactive)
(Previous Level +)
Takes ownership and Adjusts appropriately to Takes ownership and Takes ownership and Participates in generating
responsibility for changing client demands responsibility for completing responsibility for completing realistic work plans and
completing assigned areas Participates in generating assigned areas with limited assigned areas with limited deadlines with limited
with limited supervision realistic work plans and supervision supervision guidance
Sets priorities and manages deadlines with limited Sets priorities and manages Sets priorities and manages Works effectively with
own time and work to meet guidance own time and work to meet own time and work to meet limited supervision
deadlines Works effectively with limited deadlines deadlines Consistently achieves a first
Assists successful handover supervision Adjusts appropriately to Adjusts appropriately to right strike rate
of work to other changing client demands changing client demands
Provides updates on progress Provides updates on progress
and obstacles and offers and obstacles and offers
solutions to address obstacles solutions to address obstacles
Assists successful handover Assists successful handover
of work to other of work to other
Generally achieves a first
right strike rate
Associate Creative Director (Interactive) Creative Director (Interactive) Executive Creative Director
(Senior Art/Copy +) (Associate Creative Director +) (Interactive)
(Creative Director +)
Demonstrates ownership of deliverable Ensures team delivers quality work on time, within budget, Effectively manage own time between own
Ensures all client deliverables are submitted and in line with quality standards account and other accounts based in the
by agreed-upon deadlines Manages client and senior expectations office
Effectively involves team members to shape Works closely with client team leader in support of
and conduct the work engagement
Manages expectations, time, and quality Updates project plans as necessary and handles implications
standards, and secures agreement of clients of changes
and team members
Coordinates the work of multiple team
members
Manages resources involved in day-to-day
work and client interface
Functional Skills – Communication Skills
Ability to communicate effectively verbally and in writing
Graphic Designer Senior Graphic Designer Junior Art Director Art Director Senior Art Director
(Interactive) (Interactive) (Interactive) (Interactive) (Interactive)
(Junior Level +) Junior Copywriter Copywriter (Interactive) Senior Copywriter
(Interactive) (Junior Level +) (Interactive)
(Previous Level +)
Presents ideas concisely and Responds logically to Presents ideas concisely and Presents ideas concisely and Responds logically to
appropriately in meetings questions and when providing appropriately in meetings appropriately in meetings questions and when
Ability to clearly document alternative solutions Adapts oral communication Adapts oral communication providing alternative
work if needed Speaks up in discussions, style and line of argument to style and line of argument to solutions
adding their own insights; the specific setting, situation, the specific setting, situation, Speaks up in discussions,
presents ideas articulately and and audience and audience adding their own insights;
persuasively Actively listens and responds Actively listens and responds presents ideas articulately
Asks relevant insightful to the input of others to the input of others and persuasively
questions in interactions with Asks questions to ensure Asks questions to ensure Asks relevant insightful
colleagues and clients understanding of work and understanding of work and questions in interactions
Ability to clearly document project objectives project objectives with colleagues and clients
work if needed Ability to clearly document Ability to clearly document Plays an active role in
work if needed work if needed meaningfully advancing
discussions in formal and
informal settings
Ability to clearly document
work if needed
Associate Creative Director (Interactive) Creative Director (Interactive) Executive Creative Director
(Senior Art/Copy +) (Associate Creative Director +) (Interactive)
(Creative Director +)
Plays an active role in meaningfully Presents comfortably and compellingly to senior audiences Actively participates in internal and high-
advancing discussions in formal and informal Delivers difficult messages to client with persuasiveness and exposure client meetings in case of conflicts
settings sensitivity Reviews deliverables for key office’s clients
Effectively communicates complex ideas in Effectively leads/facilitates internal and meetings
easily-understandable language Ability to sell controversial ideas to clients
Presents comfortably and compellingly to Directs and/or reviews the structure and quality of all
client presentations
Confidently defends art work to clients during Able to re-shape presentations based on understanding of
challenging presentations client needs and culture
Primary author of client presentations
Able to structure and develop a full client
presentation
Demonstrates the ability to structure client
presentations along a story that makes the
creative work comprehensible and attractive
for clients
Delivers client-presentable reports and
documents
Can deliver supporting documentation for
RfP answers
Behavioral Skills – Team & Leadership Skills
Ability to work together and lead in teams
Graphic Designer Senior Graphic Designer Junior Art Director Art Director Senior Art Director
(Interactive) (Interactive) (Interactive) (Interactive) (Interactive)
(Junior Level +) Junior Copywriter Copywriter (Interactive) Senior Copywriter
(Interactive) (Junior Level +) (Interactive)
(Previous Level +)
Integrates quickly and Contributes own time and Integrates quickly and Contributes own time and Is a role model for more
effectively in teams resources to help out beyond effectively in teams resources to help out beyond junior staff
Participates in team scope of own responsibilities Participates in team activities scope of own responsibilities Gives constructive feedback
activities and supports team when possible and supports team decisions when possible and input to more junior
decisions Remains balanced in stressful Shares all useful and relevant Remains balanced in stressful staff
Shares all useful and or confrontational situations information with others for or confrontational situations Supports new team
relevant information with Effectively participates in team benefit; keeps others Effectively participates in members integrate within
others for team benefit; meetings up-to-date with meetings the team
keeps others up-to-date developments.
with developments.
Associate Creative Director (Interactive) Creative Director (Interactive) Executive Creative Director
(Senior Art/Copy +) (Associate Creative Director +) (Interactive)
(Creative Director +)
Asks others for their views and genuinely Focuses on the needs of the team as opposed to own, personal Creates efficient, effective team
values their inputs, even when opinions differ agenda environment
significantly Promotes positive team environment (e.g. builds trust, Handles difficult clients and team members
Encourages others to contribute to team promotes morale, respect etc) effectively without damaging the
discussions and decision-making Demonstrates understanding of various talents and needs relationship
Assumes a leadership role in structured and within the team Is proud of team achievements and
unstructured situations, championing new Shares best practice with others in the team as well as other celebrates these publicly
ideas, challenging perspectives and the teams. Encourages activities to promote team
contribution of others Consistently able to build consensus and ownership for morale and belonging
Acts as informal mentor to more junior team moving forward an idea or plan in one’s own function Plays a facilitating role in resolving team
members Demonstrates trust in others by delegating responsibility and conflict
Able to give constructive feedback to peers holding others accountable for achieving results Is regarded as the leader of the team
Consistently credits more junior staff for good Effectively integrates new team members in the account team working on a large account
work Demonstrates the ability to effectively interview and select Empowers team members to increase sense
potential candidates for the Creative department of ownership in the team
Creates an environment that encourages
fresh perspectives, breakthrough ideas
Behavioral Skills – Personal Development
Ability to manage and develop career within the firm
Graphic Designer Senior Graphic Designer Junior Art Director Art Director Senior Art Director
(Interactive) (Interactive) (Interactive) (Interactive) (Interactive)
(Junior Level +) Junior Copywriter Copywriter (Interactive) Senior Copywriter
(Interactive) (Junior Level +) (Interactive)
(Previous Level +)
Proactively seeks feedback Asks for feedback and acts on Proactively seeks feedback Proactively seeks feedback Asks for feedback and acts
Is aware of own strengths it Is aware of own strengths Is aware of own strengths on it
and development needs Strives for continuous learning and development needs and development needs Strives for continuous
Makes a sincere effort to and self improvement Makes a sincere effort to Makes a sincere effort to learning and self
improve performance Takes advantage of improve performance improve performance improvement
Participates in training opportunities to learn from Participates in training Participates in training Takes advantage of
programs others programs programs opportunities to learn from
Exhibit curiosity to explore Seeks to align own goals with Exhibit curiosity to explore Exhibit curiosity to explore others
current work globally to those of the team/department current work globally to current work globally to Seeks to align own goals
enrich creative thinking Demonstrates ability to engage enrich creative thinking enrich creative thinking with those of the
supervisors in discussions of team/department
personal career development Demonstrates ability to
engage supervisors in
discussions of personal
career development
Graphic Designer Senior Graphic Designer Junior Art Director Art Director Senior Art Director
(Interactive) (Interactive) (Interactive) (Interactive) (Interactive)
(Junior Level +) Junior Copywriter Copywriter (Interactive) Senior Copywriter
(Interactive) (Junior Level +) (Interactive)
(Previous Level +)
Behaves professionally Behaves professionally within Behaves professionally Behaves professionally Behaves professionally
within the firm and in the firm and in public settings within the firm and in public within the firm and in public within the firm and in
public settings Follows all firm policies and settings settings public settings
Follows all firm policies and procedures Follows all firm policies and Follows all firm policies and Follows all firm policies and
procedures Is careful with firm resources procedures procedures procedures
Is careful with firm (e.g., practices fiscal Is careful with firm resources Is careful with firm resources Is careful with firm
resources (e.g., practices responsibility) (e.g., practices fiscal (e.g., practices fiscal resources (e.g., practices
fiscal responsibility) Provides thoughtful, concise, responsibility) responsibility) fiscal responsibility)
Provides thoughtful, and timely input for Provides thoughtful, concise, Provides thoughtful, concise, Provides thoughtful,
concise, and timely input for assessments and timely input for and timely input for concise, and timely input for
assessments Demonstrates respect when assessments assessments assessments
Demonstrates respect when dealing with others, regardless Demonstrates respect when Demonstrates respect when Demonstrates respect when
dealing with others, of background dealing with others, dealing with others, dealing with others,
regardless of background Supports the development of regardless of background regardless of background regardless of background
intellectual capital Supports the development
Actively used the knowledge of intellectual capital
management platform Actively used the
knowledge management
platform
Associate Creative Director Creative Director (Interactive) Executive Creative Director
(Interactive) (Associate Creative Director +) (Interactive)
(Senior Art/Copy +) (Creative Director +)
Actively looks for opportunities to promote Engages in role model behavior through maintaining Creates team environment that fosters the
the firm professional respect and not personalizing issues when firm’s values
Maintains high standards of performance disagreeing with colleagues (i.e., does not use or let one’s Is a role model within the firm and
when working in diverse team ego get in the way in the execution of strategies that are promotes professionalism, responsible
environments right for the firm) use of firm resources (e.g., fiscal
Demonstrates honesty and openness (i.e., is Viewed as highly trustworthy and behaves in a fair and responsibility), etc.
seen as a key role model of integrity and ethical manner towards others Stands up for what is right even in
professionalism by seniors, peers, and Shows confidence in the intentions and integrity of others; difficult situations and despite potential
juniors in one’s team) trusts others to do the right thing unless they prove personal consequences
Demonstrates proficiency in synthesizing otherwise
client work in internal intellectual capital Follows up on the creation of meaningful intellectual
capital