Dictionary of Marketing Terms: bullpen
bullpen
art studio within an advertising agency where all creative artwork as well as special techniques or special effects can be done. The bullpen staff consists of artists, hand-letterers, retouchers, pasteup personnel, and artists who specialize in a particular area, such as fashion illustrators or photographers. The availability of a bullpen relieves the art director of the responsibility of maintaining a list of freelancers, who may prove unreliable or unavailable. It also lends continuity to the creative package offered by the agency and serves as a training ground for personnel working toward promotion to art director.
