Expert: Peter Gabany - 2/23/2008

Question
Hi. I am thinking of getting into advertising, but I was wondering how creative does a person have to be? I mean, I think of myself as a creative person, but I don't know if I have what it takes to constantly come up with ideas on how to market products. What if I'm working with a client/product that I'm not familiar with? Also, how much input do clients put in, or do they just let the person at the ad agency come up with the concept? Is there longevity in the industry since a lot of companies use their in-house marketing departments? Thanks

Answer
Few companies use in house departments across North America - this is why there are over 30,000 Ad agencies. Also add PR and promotion and design agencies.

How creative do you have to be. TONS! World leaders in design and advertising are looking for the very best in creative and so too are their clients - in fact they demand it.

As for longevity in the business. I have doing this for 22 years this February and figure that I have another 15 years to give to it. I'm not yet running for the door. There are so very many creative positions in an agency and beg you to look beyond advertising agencies. Look at how design has merged with business in the last five years. In fact Target stores focused their business building strategies on design.

I have no ideas of your age or current state in career life. I - myself - would seek education in the best design schools in the country and go from there.

Please let me know more and I can help you with further direction.

Pete