Krutika Galgalikar
Advertising, 2017. Art Director
Often, there are many challenges such as tight deadlines, and less creative flexibility. But sometimes, that is what helps create compelling projects.
Why did you choose to attend OCAD U?
I chose OCAD U as it is the only University in Canada that offers a degree in Advertising in undergraduate studies. The overall program structure looked really exciting. Moreover, the program allowed me to transfer some of my credits from another university.
Please briefly describe your current job/practice.
I work as an Art Director at Publicis Toronto, creating digital experiences through CRM (Customer Relationship Management) practices. The Advertising program taught me to think strategically about the intersections of data and communication – this has aided me immensely in my current role. We’re constantly solving design problems to generate measurable outcomes for our brands.
How did you get started in your career?
I started my career with an internship at another advertising agency. After a thorough interview process, I gained my first agency experience as an Art Director. First jobs are exciting and yet, are filled with many challenges. I had the opportunity to work on brands from a range of industries such as Automobile, Finance, Retail and Travel. Also, I met some amazing people who had many years of experience to learn from.
What were your policies regarding internships, volunteering, and paid work?
The Advertising Program at OCAD offers a real-world experience of working with brands in the 4th year of the program. In the final year, students are given a creative brief by selected brands. Inspiring mentors and professors often serve as advisors through our conceptual progress and presentation. This experience gave me my first taste of the advertising industry. We collaborated with other students, brainstormed in teams, learned how to interact with our clients professionally, and meet their marketing needs.
This was truly an eye-opening learning experience. I understood my own creative strengths and learned how to work with others, all while focusing on delivering an entire advertising campaign.
What do you enjoy most about your work? What is the most challenging aspect of your work?
I really enjoy collaborating with my team to tackle a design brief. Often, there are many challenges such as tight deadlines, and less creative flexibility. But sometimes, that is what helps create compelling projects.
What skills or relationships developed at OCAD U helped you participate in your field? Is there anything you would have done differently?
The most important skill that I learned in the Advertising program was strategic and conceptual thinking. This helps me every day in my role as an Art Director. The ability to first have a communications strategy for the brand followed by a concept that supports that very same strategy, really helps dictate the design aspect of an ad.
What are the key responsibilities you maintain for your practice?
I primarily work in the CRM (Customer Relationship Management) department where we focus on creating brand engagement with existing customers through a 1:1 marketing model. This is done through Direct mail, E-mail and website experiences.
What are your personal and professional goals for the coming years?
I’d like to learn more technical aspects of UI/ UX Design. I’m constantly looking to upgrade my skill set to match industry standards. My goal for 2020 is to learn more about accessible visual design.
