The Fun Book
2012 Salary Guide
Filled with games, activities, insights and inspirations
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a
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-Adam Smith
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BROCKMAN
ALBERS
B U DG E TS
0 2 3 8
E A RN
M O RE
R
C H E DDA
D DAR
START
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What’s Inside?
The TCG Salary Fun Book: A Compensation Compendium
for Creative Teams SO CI AL
MEDIA
MAVEN
BROCKMAN
1
Getting Started: About the Book 3
Tips & Tricks: Hiring Hints 5
Prized Players & Skills in Demand 6
U.S.: 2012 Average Starting Salaries 7
ALBERS
0 3 5 5
C RE ATI V E
G E NI
NIUS
WINNER
SPOT THE
DIFFERENCES
J
I
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G
F
E
D
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B
A
AM
For answers to this and other games
featured in the TCG Salary Fun Book, scan
this code with your smartphone or go to
creativegroup.com/funbookanswers.
Design & Production 7
Interactive 7
Content Development & Management 8
Advertising & Marketing 8
Public Relations 9
Do-It-Yourself Salaries: Determining Figures for Your Market 10
Toronto: 2012 Average Starting Salaries 12
Design & Production 12
Interactive 13
Content Development & Management 14
Advertising & Marketing 15
Flexible Staffing: Connecting the Dots 17
TCG: Your Answer Key 18
Office Locations All trademarks contained herein are the property of their respective owners.
inside back cover
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FILL IN
THE WORDS
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NI LLIF
SDROW EHT
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The TCG Salary Fun Book
8
7
A Compensation Compendium for Creative Teams
All work and no play make for a dull and bleary-eyed
creative team. Fostering
9
a fun atmosphere can keep your employees inspired and motivated to produce
powerful ideas that generate business.
9
10
AC R OSS
1. Ad executive often referred to as the "Father of Advertising"
But fun isn’t the only ingredient for building a top-notch creative team. To
keep the best and brightest creative talent, you’ll also need to pay them well.
Rewarding valued players with competitive compensation and popular perks is
crucial for maintaining a loyal
and productive workforce.
01
The Creative Group 2012 Salary Guide is designed to provide timely information
on hiring trends and compensation levels to help you make the most informed
staffing and management choices for your business. You’ll also find puzzles,
mazes and other activities to fuel your creativity! For more information on how
we can assist you with your creative staffing needs, please contact
the office
S S O R CA
nearest you by calling
1.888.846.1668
or
visit
us
at
creativegroup.com.
" g n i s i t r ev d A f o r e h t aF " e h t s a o t d e r r e f e r n e t f o ev i t u c e x e d A . 1
3. The largest professional association for design, founded in 1914
419 1 ni d e d n u of , n gise d rof noitaicoss a l a noissefor p tse gr al e hT . 3
6. Agency that developed the famous Apple Macintosh campaign
n g i a p m a c h s o t n i c a M e l p p A s u o m a f e h t d e p o l eve d t a h t y c n e gA . 6
that aired during Super Bowl XVIII
7. Trade publication that operates the blog AdFreak
9. How do you spell relief?
10. IBM, UPS, ABC logo designer
DOW N
2. American advertising campaign not for the lactose intolerant
4. I
NY mastermind
5. A toast to #49 on Advertising Age's Top 100 People of the Century
I I I V X l wo B r e p u S g n i r u d d e r i a t a h t
k a e rF d A g o l b e h t s e t a r e p o t a h t n o i t a c i l b u p e d a rT .7
TCG Salary Calculator
? f e i l e r l l e p s u oy o d wo H . 9
r e n gis e d o gol C B A , S P U , M B I .0 1
You’ll find even more insights on national and
regional hiring trends in our Salary Center. You
also can use our Salary Calculator to quickly
customize compensation data for your city.
creativegroup.com/salarycenterdnimretsam Y N
I .4
y r u t n e C e h t f o e l p o e P 0 0 1 p oT s' e g A g n i s i t r ev d A n o 9 4 # o t t s a o t A . 5
8. Creative director played by a Hamm
d
N WO D
t n a r e l o t n i e s o t c a l e h t r o f t o n n g i a p m a c g n i s i t r ev d a n a c i r e m A . 2
m m a H a yb d eya l p r o t c e r i d ev i t a e r C . 8
creativegroup.com • 2012 Salary Guide
1
Getting Started
About the Book
In this year’s guide, you’ll find starting salary ranges for more than 100
interactive, design, marketing, advertising and public relations positions. The
figures in the Salary Guide are national averages, but they can be adjusted for
more than 130 U.S. markets using the local variance figures found on Page 11.
The salary ranges represent starting compensation only, since factors such
as seniority and work ethic make ongoing pay difficult to measure. Bonuses,
incentives and other forms of compensation, such as benefits and retirement
packages, also are not taken into account.
The Most Authoritative Resource
We collect information from various sources, including:
• The thousands of freelance and full-time placements made through our
branch locations
• Insight from our expert recruiting and staffing professionals
• Exclusive workplace research we conduct regularly among advertising
and marketing executives throughout North America
• Our own comprehensive analysis of current and future hiring trends
We publish a new guide every year to ensure our data reflect the most recent
employment trends. Information from the Salary Guide is so well-regarded that
the U.S. Department of Labor’s Bureau of Labor Statistics has used it when
compiling the Occupational Outlook Handbook.
GET THE DESIGNER
TO WORK
creativegroup.com • 2012 Salary Guide
3
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MAKE MORE $$$
Tips & Tricks: Hiring Hints
Finding top creative talent can feel like searching for a needle in a haystack –
or a term in a word search game. Are you equipped to uncover the diamonds
in the rough?
Understanding hiring trends can give you an edge when recruiting potential
employees. Following are several to consider:
Reinforcements are on the way. As creative teams take on more projects,
managers recognize the need for extra support to help with heavier workloads.
They are bringing in freelancers in order to access specialized skills and keep
projects on track. Employers also are filling full-time positions when they identify
an ongoing need.
It’s tough spotting top talent. Despite high unemployment rates, finding expert
creative professionals remains a challenge. To help uncover in-demand talent
(e.g., designers with extensive digital expertise or marketing professionals with
social media and web analytics proficiency), hiring managers are tapping their
professional networks for referrals and partnering with specialized staffing firms.
Employers are moving faster. Managers are still selective when hiring, but once
they identify candidates with the precise skill sets they seek, they are moving
more quickly to extend job offers. In some cases, they are offering perks, like
sign-on bonuses, extra vacation days and telecommuting options, to further
entice applicants.
Brand revitalizations are widespread. Many businesses are eager to refresh
their brand identities to reflect new product and service offerings and keep
their customers engaged. There is strong demand for professionals who can
steer and manage overall brand strategy, as well as bring ideas to life via digital
and traditional media.
The healthcare sector continues to grow. Strong overall growth in the
healthcare sector is fueling demand for professionals who can perform regular
assessments of customer requirements and preferences, as well as emerging
technology trends, and adjust marketing outreach as necessary. Creative
staff also are sought to develop and implement niche campaigns targeted to
patients, prospects and trade associations with unique needs.
FIND THE WORDS
creativegroup.com • 2012 Salary Guide
5
U.S.: 2012 AVERAGE
STARTING SALARIES
Prized Players & Skills
in Demand
Design & Production
Think you have a discerning eye? Those who can spot creative “power players”
are several steps closer to building a strong creative team.
Following are six positions in high demand and the skills sought for them:
Online Project Manager – Proficiency with project management programs
(Basecamp, Merlin, Microsoft Project, Visio) and methods, including internal
documentation and external communications; demonstrated ability to
accurately estimate timing and associated costs across projects of varying type,
scale and complexity
Search Engine Optimization (SEO)/Search Engine Marketing (SEM) Specialist –
Knowledge of search engine strategies and experience using search engine
optimization and web analytics tools (Alexa, comScore, Google Analytics,
Google Website Optimizer, Omniture, SEOmoz and Webtrends); applied
analytics sensibility with proven ability to make strategic decisions from data
User Experience (UX) Designer – Proficiency with design and prototyping tools
(Dreamweaver, Illustrator, InDesign, Photoshop, Visio); thorough understanding
of the limitations and appropriate use of web development technologies (Ajax,
CSS, Flash, HTML, JavaScript); strength in designing online programs with
emphasis in the emotional aspects of human experience; three or more years of
experience preferred
Video Producer – Ability to manage video projects from conception to
production; strong working knowledge of video formats and playback codecs,
editing systems and practices; proficiency in After Effects, Avid Pro, Final Cut
Pro, Photoshop and Premiere Pro
Web Analytics Specialist – Experience using web analytics software (Google
Analytics, Omniture, SiteCatalyst, Unica, Webtrends), reviewing and reporting
on metrics, and providing strategic recommendations based on data; three or
more years of experience preferred
Web Designer/Developer – Expert knowledge of Adobe Creative Suite software
and familiarity with programming and markup languages (ActionScript, CSS,
HTML, JavaScript, PHP, XHTML and XML)
For additional positions in demand and job descriptions, please visit
creativegroup.com/salarycenter.
LOW
Creative Director (8+ years*)
Creative Director (5 to 8 years)
Creative Services Manager
Art Director (5+ years)
Art Director (3 to 5 years)
Production Director (8+ years)
Production Manager
Production Coordinator
Project Manager
Studio Manager (5+ years)
Studio Manager (1 to 5 years)
Traffic Manager
Traffic Coordinator
Technical Illustrator
Medical Illustrator
Illustrator (3+ years)
Illustrator (1 to 3 years)
Instructional Systems Designer
Graphic Designer (5+ years)
Graphic Designer (3 to 5 years)
Graphic Designer (1 to 3 years)
Package Designer
Layout Designer
Motion Designer
Litigation Graphics Specialist
3D Animator
3D Modeler
Studio Artist (3+ years)
Studio Artist (1 to 3 years)
Prepress Specialist (3+ years)
Prepress Specialist (1 to 3 years)
Presentation Specialist (3+ years)
Presentation Specialist (1 to 3 years)
Production Artist (3+ years)
Production Artist (1 to 3 years)
Interactive
Interactive Creative Director
Interactive Art Director
Interaction Designer (5+ years)
Interaction Designer (1 to 5 years)
Information Architect
User Experience (UX) Designer
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
LOW
$ 93,500
$ 77,500
$ 72,500
$ 48,000
$ 78,250
$ 71,750
95,250
87,750
73,250
66,000
57,000
74,750
54,500
37,500
50,000
67,250
56,000
46,500
36,500
63,000
61,000
50,500
38,000
66,500
59,500
47,500
36,500
54,500
43,500
61,750
54,250
57,000
55,250
50,250
39,000
45,000
35,000
51,000
40,000
44,250
34,000
HIGH
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
163,250
118,250
103,500
95,500
72,750
99,750
75,250
50,750
72,750
92,750
75,500
67,750
51,000
86,750
78,500
72,500
51,000
100,000
80,750
65,500
50,750
81,750
59,500
89,500
78,000
81,000
77,500
66,500
52,500
61,250
46,500
72,500
53,000
61,750
47,750
HIGH
$
$
$
$
$
$
150,000
107,500
103,500
75,750
116,000
104,000
*Years of experience. For job descriptions, please visit creativegroup.com/salarycenter.
6
creativegroup.com • 2012 Salary Guide
7
77,250
72,750
50,250
68,000
50,750
70,250
61,500
66,500
45,000
40,000
57,250
50,500
61,750
78,500
57,500
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Content Development & Management
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Advertising & Marketing
LOW
70,750
55,000
38,250
78,750
62,250
65,750
58,500
58,500
43,500
49,500
36,750
35,000
48,500
59,500
HIGH
HIGH
$
$
$
$
$
$
125,000
107,750
84,000
61,000
60,250
43,250
$
$
$
$
$
$
198,000
196,000
130,250
91,750
82,000
60,750
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
78,500
54,000
51,500
40,250
59,750
42,000
76,000
58,750
67,750
55,000
37,500
68,500
50,250
38,750
80,500
79,000
76,500
62,750
73,250
69,500
63,750
46,250
68,500
52,500
56,000
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
107,000
76,250
74,250
54,000
78,500
56,500
100,000
79,500
93,750
74,750
54,750
89,000
74,750
52,750
117,000
115,000
103,250
82,000
93,750
91,750
87,500
61,000
100,000
74,000
65,000
Agency or Corporate
HIGH
$
$
$
$
$
$
$
$
$
$
$
$
$
$
99,000
71,000
54,000
107,500
87,000
89,000
80,000
88,750
65,000
68,500
49,750
51,000
68,250
77,000
Media Director (5+ years)
Media Planner
Media Buyer (3+ years)
Media Buyer (1 to 3 years)
Market Researcher (3+ years)
Market Researcher (1 to 3 years)
Brand/Product Manager (5+ years)
Brand/Product Manager (1 to 5 years)
MarCom Manager (5+ years)
MarCom Manager (3 to 5 years)
MarCom Coordinator (1 to 3 years)
User Experience (UX) Researcher
Event/Trade Show Manager
Event/Trade Show Coordinator
Digital Marketing Strategist
Interactive Marketing Manager
E-Commerce Marketing Manager
Email Marketing Manager
Web Analytics Specialist (3+ years)
Web Analytics Specialist (1 to 3 years)
SEO/SEM Specialist (3+ years)
SEO/SEM Specialist (1 to 3 years)
Online Project Manager
Online Traffic Manager
Online Community Manager
Public Relations
LOW
HIGH
Agency
Agency
President
Vice President
Business Development Director
Creative Director
Account Director
Account Supervisor
Account Manager (5+ years)
Account Executive (3+ years)
Account Coordinator (1 to 3 years)
Account Planner/Strategist
Chief Marketing Officer
Vice President of Marketing
Marketing Director
Marketing/Communications Manager
Marketing/Communications Specialist (5+ years)
Marketing/Communications Specialist (1 to 5 years)
LOW
Copywriter (5+ years)
Copywriter (3 to 5 years)
Copywriter (1 to 3 years)
Medical Writer (5+ years)
Medical Writer (3 to 5 years)
Curriculum Developer/Writer
Proposal Writer
Web Content Writer (5+ years)
Web Content Writer (1 to 5 years)
Copy Editor (3+ years)
Copy Editor (1 to 3 years)
Proofreader
Online Proofreader
Online Content Manager
LOW
Corporate
111,500
100,750
74,750
88,750
70,750
99,500
98,500
91,500
62,500
60,000
80,000
74,000
90,000
106,000
88,500
G
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
& MARK
E T IN
User Interface (UI) Developer
Web Designer (5+ years*)
Web Designer (1 to 5 years)
Flash Designer (5+ years)
Flash Designer (1 to 5 years)
Flash Developer
Web Developer (Front-End)
Interactive Producer
Web Production Artist
Blogger
Video Producer
Video Editor
Mobile Designer
Mobile Developer
Game Designer
Advertising & Marketing (continued)
HIGH
T IS IN G
LOW
(continued)
A DV E R
Interactive
$
$
$
$
$
$
$
$
$
$
125,000
114,000
87,500
97,000
85,750
69,250
59,250
48,000
35,250
40,000
$
$
$
$
$
$
$
$
$
$
190,000
170,000
140,750
150,250
112,750
92,250
82,750
66,500
48,750
60,000
Vice President/Group Director
Account Manager/Supervisor
Account Executive (5+ years)
Account Executive (3 to 5 years)
Account Coordinator (1 to 3 years)
$ 112,000
$ 72,250
$ 65,000
$ 49,500
$ 35,250
$
$
$
$
$
185,000
105,500
92,500
68,000
52,000
$ 113,500
$ 88,750
$ 70,000
$ 59,000
$ 182,000
$ 120,000
$ 90,750
$ 82,750
$
$ 60,500
Corporate
Vice President of Public Relations
Public Relations Director
Public Relations Manager
Public Relations Specialist (5+ years)
Public Relations/
Communications Specialist (1 to 5 years)
38,750
*Years of experience. For job descriptions, please visit creativegroup.com/salarycenter.
8
creativegroup.com • 2012 Salary Guide
9
LOCAL VARIANCES
Do-It-Yourself Salaries:
Determining Figures
for Your Market
Index for Select U.S. Cities
The salary ranges provided on the previous pages reflect national starting
salaries for each position; however, these can be localized for your market using
the formula below and the variance index numbers for select U.S. cities found
on Page 11.* The average salary index for all U.S. cities is 100.
To determine the estimated salary for a position in your area, follow the process
outlined below.
Alabama
Georgia Minnesota
Oklahoma
Birmingham
95.0
Atlanta
Oklahoma City
89.7
Mobile
86.0
Macon
80.0 Duluth
Tulsa
92.0
Savannah
80.0 Minneapolis
Arizona
Phoenix
105.0
Hawaii
Tucson
100.0
Honolulu
92.0
Arkansas
Idaho
Fayetteville
95.0
Boise
Little Rock
95.0
86.1
Rochester
105.5
79.6
105.3
100.5
St. Cloud
77.5
St. Paul
99.5
Missouri
Kansas City
Illinois St. Joseph
97.2
91.0
California
Chicago
122.7 St. Louis
Fresno
85.0
Naperville
Irvine
124.5
Rockford
Los Angeles
124.5
Springfield
Oakland
127.0
112.0 Nebraska
85.6
Lincoln
78.2
91.0
94.0
Omaha
Ontario
110.0
Sacramento
101.5
Indiana
Fort Wayne
80.5
Indianapolis
94.0
100.3
Nevada
Las Vegas
94.0
Reno
94.0
San Diego
115.0
San Francisco
135.5
Iowa
San Jose
133.0
Cedar Falls/Waterloo 80.7
Santa Barbara
121.0
Cedar Rapids
90.0
Santa Rosa
98.0
Davenport
86.0 New Jersey
Stockton
85.0
Des Moines
97.0 Mount Laurel
Colorado
Sioux City
78.1 Paramus
1. Locate the position “project manager” on the chart, Page 7,
and your city’s index number on Page 11. (The index number
for Atlanta is 105.0.)
Boulder
113.3
Kansas
Colorado Springs
90.1
Kansas City
Fort Collins
92.8
Kentucky
2. Move the decimal point of the index number two places to
the left (1.05).
Greeley
83.8
Lexington
Loveland
90.5
Louisville
Pueblo
76.0
Louisiana
Calculating the Local
Salary Range
example: PROJECT MANAGER in Atlanta
3.Multiply the low end of the national salary range ($50,000)
by the index number as a percentage in step two (1.05) to get
$52,500.
4.Repeat step three using the high end of the salary range
($72,750) to get $76,388.
5.The approximate starting salary range for a project manager
in Atlanta is $52,500 to $76,388.
Denver
102.8
Connecticut
New Orleans
Hartford 116.5
New Haven
112.0
Stamford
131.0
Delaware
Wilmington 102.0
District of Columbia
Washington
130.0
Florida
*Source: U.S. Department of Labor’s Bureau of Labor Statistics and TCG. Note that city figures
are reflective of all industries and are not specific to the creative field. The index figures should
be used as a guide for determining actual compensation. A number of factors, including company
size, employee benefits, the candidate’s skill set and current market conditions, can impact starting
salaries. For further assistance in refining salaries for your market, contact the nearest TCG office.
10
105.0 Bloomington
Fort Myers
86.0
Jacksonville
93.0
Melbourne
93.0
Miami/
Fort Lauderdale
106.7
Orlando
98.5
St. Petersburg
94.0
Tampa
96.0
97.0
New Hampshire
Manchester/Nashua 110.0
115.0
130.0
Princeton
126.0
Woodbridge
126.0
Portland
100.0
Pennsylvania
Harrisburg
95.0
Philadelphia
115.0
Pittsburgh
96.2
Rhode Island
Providence
97.0
South Carolina
Charleston
92.0
Columbia
93.0
Greenville
90.0
Tennessee
Chattanooga
87.0
Cool Springs
98.0
Knoxville
86.0
Memphis
95.0
Nashville
97.5
Texas
Austin
103.5
Dallas
105.5
New Mexico
El Paso
Albuquerque
Fort Worth
100.2
Houston
104.0
86.9
87.5
90.5 New York
99.0
Oregon
Albany
Buffalo
97.0
95.0
70.0
Midland/Odessa
96.0
San Antonio
94.0
135.0
Utah
Maine New York
141.0
Salt Lake City
95.0 Rochester
Syracuse
91.7
Portland
Long Island
Maryland
Baltimore
90.3
103.0 North Carolina
Charlotte
Massachusetts Greensboro
Boston
132.0 Raleigh
Springfield
104.0
102.0
97.0
104.0
Ohio
Michigan Akron
89.0
Ann Arbor
99.5 Canton
98.7 Cincinnati
82.0
84.5 Cleveland
83.5 Columbus
95.0
Detroit
Grand Rapids
Lansing
creativegroup.com • 2012 Salary Guide
97.5
96.5
Dayton
87.5
Toledo
85.4
Youngstown
76.0
100.0
Virginia
Norfolk/
Hampton Roads
Richmond
Tysons Corner
92.0
97.0
130.0
Washington
Seattle
118.9
Spokane
82.0
Wisconsin
Appleton
83.5
Green Bay
86.5
Madison
94.0
Milwaukee
97.0
Waukesha
96.5
11
TORONTO: 2012 AVERAGE
STARTING SALARIES
Design & Production
Design & Production
Creative Director (8+ years*)
Creative Director (5 to 8 years)
Creative Services Manager
Art Director (5+ years)
Art Director (3 to 5 years)
Production Director (8+ years)
Production Manager
Production Coordinator
Project Manager
Studio Manager (5+ years)
Studio Manager (1 to 5 years)
Traffic Manager
Traffic Coordinator
Technical Illustrator
Medical Illustrator
Illustrator (3+ years)
Illustrator (1 to 3 years)
Graphic Designer (5+ years)
Graphic Designer (3 to 5 years)
Graphic Designer (1 to 3 years)
LOW
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
90,000
80,000
65,000
75,000
55,000
95,000
62,500
45,000
50,000
75,000
55,000
55,000
45,000
55,000
65,000
65,000
50,000
70,000
55,000
45,000
155,000
120,000
98,000
95,000
75,000
110,000
92,500
62,500
85,000
85,000
75,000
75,000
55,000
80,000
85,000
92,000
65,000
92,500
74,000
58,000
*Years of experience. For job descriptions, please visit creativegroup.com/salarycentre.
Note: All salaries listed on this and the following pages are in Canadian dollars.
12
Package Designer
Package Production (3+ years*)
Package Production (1 to 3 years)
Layout Designer
Motion Designer
3D Animator
3D Modeler
Prepress Specialist (3+ years)
Prepress Specialist (1 to 3 years)
Presentation Specialist (3+ years)
Presentation Specialist (1 to 3 years)
Production Artist (3+ years)
Production Artist (1 to 3 years)
Desktop Publisher
HIGH
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
LOW
(continued)
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Interactive
Interactive Creative Director
Interactive Art Director
Interaction Designer (5+ years)
Interaction Designer (1 to 5 years)
Information Architect
User Experience (UX) Designer
User Interface (UI) Developer
Web Designer (5+ years)
Web Designer (1 to 5 years)
Flash Designer (3+ years)
Flash Designer (1 to 3 years)
Flash Developer (3+ years)
Flash Developer (1 to 3 years)
Front-End Quality Assurance
Web Developer (Front-End)
Interactive Producer
Web Production Artist
Blogger
Video Producer
Video Editor
Mobile Designer
Mobile Developer
Game Designer
creativegroup.com • 2012 Salary Guide
LOW
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
95,000
75,000
75,000
55,250
90,000
80,000
85,000
75,000
55,000
65,000
55,000
70,000
55,000
57,500
55,000
60,000
55,000
48,000
50,000
55,000
60,000
65,000
65,000
58,000
60,000
52,000
60,000
68,000
60,000
60,000
55,000
45,000
65,000
50,000
58,000
50,000
48,000
HIGH
$
$
$
$
$
$
$
$
$
$
$
$
$
$
110,000
85,000
62,500
70,000
110,000
90,000
80,000
85,000
55,000
100,000
68,000
70,000
58,000
70,000
HIGH
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
140,000
115,000
110,000
75,000
140,000
120,000
125,000
120,000
75,000
105,000
65,000
110,000
70,000
85,000
90,000
110,000
85,000
70,000
75,000
75,000
90,000
95,000
90,000
13
Advertising & Marketing
LOW
(continued)
HIGH
Agency or Corporate
Content Development & Management
Copywriter (5+ years)
Copywriter (3 to 5 years)
Copywriter (1 to 3 years)
Proposal Writer
Web Content Writer (5+ years)
Web Content Writer (1 to 5 years)
Copy Editor (3+ years)
Copy Editor (1 to 3 years)
Proofreader
Online Proofreader
LOW
$
$
$
$
$
$
$
$
$
$
Media Planner
Market Researcher (3+ years*)
Market Researcher (1 to 3 years)
MarCom Manager (5+ years)
MarCom Manager (3 to 5 years)
MarCom Coordinator (1 to 3 years)
Event/Trade Show Manager
Event/Trade Show Coordinator
Digital Marketing Strategist
Interactive Marketing Manager
E-Commerce Marketing Manager
Email Marketing Manager
Web Analytics Specialist (3+ years)
Web Analytics Specialist (1 to 3 years)
SEO/SEM Specialist (3+ years)
SEO/SEM Specialist (1 to 3 years)
Online Project Manager
Online Traffic Manager
Online Community Manager
HIGH
80,000
60,000
50,000
60,000
80,000
50,000
58,000
45,000
56,000
56,000
$
$
$
$
$
$
$
$
$
$
Advertising & Marketing
130,000
80,000
60,000
95,000
115,000
80,000
82,500
58,000
70,000
80,000
LOW
HIGH
Agency
Manager (5+ years)
Executive (3+ years)
Coordinator (1 to 3 years)
Planner/Strategist
$
$
$
$
70,000
58,000
42,500
75,000
$ 110,000
$ 70,000
$ 57,500
$ 120,000
$ 75,000
$ 55,000
$ 95,000
$ 75,000
55,000
45,000
40,000
75,000
58,500
40,000
55,000
45,000
75,000
75,000
75,000
75,000
80,000
65,000
75,000
60,000
68,000
55,000
50,000
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
85,000
60,000
45,000
95,000
75,000
56,000
65,000
55,000
125,000
125,000
115,000
115,000
110,000
80,000
95,000
75,000
120,000
80,000
75,000
*Years of experience. For job descriptions, please visit creativegroup.com/salarycentre.
Corporate
Marketing/Communications Manager
Marketing/Communications Specialist (1 to 5 years)
A DV E R
T IS IN G
& MARK
E
T ING
Account
Account
Account
Account
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
14
creativegroup.com • 2012 Salary Guide
15
11
11
11
0
11
11
1
12
12
11
12
12
5
12
0
8
8
2
10
16
17
6
8
17
10
10
16
10
15
15
15
21
21
20
2
14
2
22
1
15
2
1
3
2
1
1
1
6
2
1
2
14
2
12
1
2
1
6
19
1
9
17
21
19
6
5
12
6
1
7
2
6
8
1
6 17
1
2
19
1 1
7 7
12
22
2 6
16
22
17
2
1
6
6
19
17
14
6
0 0
0 0
0 0
0 0
19
19
5
22
20
21
5
22
22
12
12
12
12
9
15
10 10 10 10
17
8
14
12
14
15
12
12
12
12
12
12
2 2 11
2 2 12
9
17
1
1
0
2
12
11
12
12
11
2
12
11
1
2
3
2
1
1
1
1
1
1
1
1
1
1
1
6
1
1
1
1
1
1
1 1
1
1
1
1
1
1
1
1
1
1
1
1
1
6
3
2
1
1
1
1
6
1
2
2
8
1
3
2
1
2
1
16
1
12
1
The Extended ‘Interview’
12
17
0
2
12
12
22 2 2
1 0
17
12
17
11
11
0
11
17
17
11
11
11
11
5
1
22
2
1
21
22
0 1 20 1
14
7
20
14
20
21
21
16
1
1
7
1 1 1 1
1
1
2
22
11
22
22
12
14
12
20
21
12
12
11
20
22
22
12
22
22
11
20
2
21
12
12
The bottom line: Flexible staffing gives a company talent and cost-control
options it wouldn’t otherwise have.
22
11
14
14 14
When companies are considering making full-time hires, they often bring in
candidates first on a freelance basis. This allows them to observe performance
and fit over an extended period. Managers can then assess the professionals’
suitability for full-time roles in aspects ranging from technical skills to their ability
to mesh with the company culture and work effectively with existing staff.
1
1
21
22
1
A wisely chosen mix of freelance and full-time staff provides maximum
flexibility in any economic environment. Permanent employees form the core
of the creative team, and interim staff augment their efforts on an as-needed
basis. Project support professionals also can provide access to skills unavailable
in-house and not needed year-round.
12
1
2
16
A Year-Round Advantage
Flexible staffing models are not simply an alternative to full-time hiring.
Increasingly, firms recognize that introducing freelancers at higher skill levels
can be a key component of their year-round staffing strategy.
1
1
3
22 21 22
22
22
11
2
22
10
16
4
16
12
15
14
2
1
20
17
1
19
11
2
2
9
17
12
12
1
14
2
2
7
14
11
21
1
8
12
15
2 2
2 2
14
8
17
14
1
3
1
22
5
5
12
22
22
1
3
1
22
2
13
12
1
22
22
2
22
22
14
7 8
22
14
15
1
3
17
2
0 22
15
14
1
9
14
14
14
1
3
22
1
12
10
21 2
0
14
5
1
3
6
3
1
17
22
2
14
5
1
22
22
1
3
1
1
2
1
2
1
2
1
2
1
2
1
2
1
2 8
5
1
12
8
12
6
22 21
14
1
7
9
9
6
5
1
22
8
7
1
2 2
2 2
1
2
9
12
16
17
16
5
1
2
1
2
1
2
1
2
1
2
1
2
1
9 9
1
3
9
22
14
5
11
1
3
1
8
10 10 10 10
12
12
22
22
2
9
19
16
12
1
10
9
9
6 6
12
2
2
8
12
17
7
19
1
17 6
12
1
2
3
1
9
9
6
19
6 6
14
1
7
19
19
17
22
1
17
12
12
2
16
19
12
16
1
9
12
17
19
5
21
12
17
6
1
6
12
2
9
8
19
1
6
1
22 21
12
1 1 1 1 1 1 1 1 1 1
9 9 9 9 9 9 9 9 9 9
2
1
Flexible staffing models that supplement a core full-time workforce with skilled
freelancers can be an ideal solution for businesses hoping to avoid the cycle
of hiring and layoffs that often accompanies a downturn. Using this approach,
companies can convert a portion of their fixed staffing costs into a variable
expense tied to actual workload highs and lows.
5
2
2
10
6
5
12
1
2
1
2
1
1
15
6
2
15
3 2
14
1
10
8
12
6
16
1
7
15
15
9
17
2
17 17 17 17 17 17 17 17 17 17 17 17 17 17 17 17
19
19
19
19
5 5
5 5
6
5
5
5
5
1
1
17 6
6 17
6
6
5
12 6
12
12
12
12
5
2
16
10
9
3
2
1
12
15
15
9
1
5
12
5
22
2
1
1
14
2
10
8
1
2
12 12
5
5
6
3 2
1
9
10
1
2
1
13
0
5
6
3
10
2
1
3
6
2
17
16
10
2
3
16
0
16
0
1
8
3
1
1
2
1
3
1
3
13
1
6
22
6
2
14
6
6
11
8
2
5
0
2
14
14
1
As companies attempt to control costs, they often look to cut the size of their
workforce. However, staff reductions commonly leave firms under-resourced
once conditions improve and workloads begin to rise again.
5
1
6
1
2
14
2
3
1
3
13
1
5
1
3
15
14
1
2
1
5
5
2
2
2
14
2
6
5
22
15 15 15 15 15
2
6
22
6
6
6
1
2
22
22
6
5
5
2 2 2 222
22
6
20
22
6
1
22
2
2
3
22
15
2
2
2
2
11
22
22
1
1
12
22
2
22
3
12
21
6
22
20
2
1
2
22
11
5
5
21
2
22
22
21
22
22
14
20
6
6
21
22
3
Flexible Staffing:
Connecting the Dots
5
22
14
1
2
11
15
22
14
14
22
15
3
21
6
6
10
15
18
22
6
11
1
6
11
15
17
1
2
6
14
0
14
1
6
10
15
14
0
21
8
8
2
2
11
22
14
6
6
6
12
17
13
5
5
1
2
1
2
1
0
18
6
6
12
12
5
6
5
11
0
11
2
21
11
12
21
2
11
18. PMS 484
0. WHITE
6. PMS 1205
12. PMS 7457
1. PMS 413
7. PMS 2563
13. PMS 364
19. PMS 141
2. PMS 415
8. PMS 263
14. PMS 360
20. PMS 7530
3. PMS 417
9. PMS 203
15. PMS 365
21. PMS 7528
4. PMS 419
10. PMS 196
16. PMS 485
22. PMS 7527
5. PMS 128
11. PMS 291
17. PMS 487
5
16
21
16
2
1
22
16
creativegroup.com • 2012 Salary Guide
17
TCG: Your Answer Key
Office Locations
In any business environment, companies need flexible staffing options to
quickly and cost-effectively respond to workload fluctuations. That’s where
TCG can help. We provide highly skilled interactive, design and marketing talent
to a variety of organizations. But TCG is more than just a resource for locating
job candidates. We help our clients build productive, cohesive teams.
UNITED STATES
ARIZONA
Phoenix
CALIFORNIA Irvine
La Jolla
Los Angeles
San Francisco
San Jose
COLORADO Denver
CONNECTICUT Hartford
Stamford
DISTRICT OF COLUMBIA Washington
We believe there is no substitute for the personal touch when hiring. Technology
tools may help identify potential hires, but they won’t tell you about the person
behind the profile. We take time to understand the unique needs and office
cultures of the businesses we serve, and then we select professionals with skills
and work styles that best align with those organizations.
How else is TCG different from other staffing firms and hiring resources?
We can find a skilled professional to match your needs. We leverage the size
and strength of our team to find experienced creative talent for our clients.
Our alliances with top professional associations and organizations, including
AIGA, the American Advertising Federation, Graphic Design USA and HOW, as
well as our status as the exclusive Career Partner of The Wall Street Journal,
also provide us exposure to top creative talent.
In addition, our recruiting and staffing professionals, most of whom have prior
experience in design and marketing, possess unique insight into who can excel
at your firm.
We can lead you through the process. We guide you through every step
of the hiring process: We can help you determine your staffing needs, set
compensation levels and handle hurdles along the way, such as addressing a
potential hire’s counteroffer. Communication is our specialty.
FLORIDA
Coral Gables
GEORGIA Atlanta
ILLINOIS Chicago
MASSACHUSETTS
Boston
MICHIGAN Southfield
MINNESOTA Minneapolis
MISSOURI St. Louis
NEW JERSEY Paramus Princeton Woodbridge
NEW YORK New York
We can provide immediate assistance. The hiring process can be long and
drawn out, and you likely need help right away. We use the staffing industry’s
most advanced technology to quickly identify job seekers who meet your
requirements.
We can meet any need. TCG can provide you with a choice of skilled
candidates at varying bill rates based on their specific expertise and experience.
No matter your budget or requirements, we can locate a skilled professional
who can assist your firm.
For more information about TCG and the ways in which we can help meet your
staffing needs, please call 1.888.846.1668 or visit creativegroup.com.
18
creativegroup.com • 2012 Salary Guide
OHIO Cleveland
Columbus
PENNSYLVANIA Philadelphia
TEXAS
Austin Dallas
Houston
WASHINGTON Seattle
CANADA
Ontario
Toronto
Visit creativegroup.com/
officelocations to contact
the TCG office nearest you.
Connect with us:
The Creative Group
creativegroup.com
1.888.846.1668
© 2012 The Creative Group. A Robert Half Company. An Equal Opportunity Employer. TCG-0312