Pretty much everything that someone does as a designer is done at the behest of marketing. Logos, advertisements, brochures, catalogues, packaging, and websites all aim to differentiate, promote, or otherwise “market” a product or service. And yet, as one graphic designer told me, “Marketing people don’t get creatives and vice versa.”
At a basic level, marketers are not too hard to “get.” Because they are judged according to the revenue their efforts generate, what matters to them can be summed up in one word: results. Therefore, when talking to marketers about work you have done, always describe the business goal behind it and how well it performed against that goal. It’ll make it easier for them to get you.
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