Expert: Peter Gabany - 3/25/2008

Question
QUESTION: I am looking into getting a MFA in Advertising & Design but I want to know if it's worth the money. I would like to advance my graphic design career into more creative role such as an art or creative director or an advertising manager but my long term goal is to teach at the university level (unless I'm extremely successful in advertising). Even though I have 15+ years as designer/production experience, my BA Communications degree is competing with that of BFA Design holders. I also feel that I need to advance my portfolio with more creative directing pieces that I have not been able to attain on the job. Please give me advice on what I should do. I have recently applied to an art school and need assurance that this is the right move. Thanks

ANSWER: Education is always great and I wouldn't turn my nose up at it BUT what do you really want? A new job? Better opportunities to do great work? A refresher to ignite the spark?

There are so many directions in your note but I can't advise without knowing where it is that you want to end up.

Please advise,

Pete

---------- FOLLOW-UP ----------

QUESTION: I am looking for better opportunities. I have 15 years of on the job experience, with no training. I have a great portfolio but I am competing with art school experienced students. I think my problem is that I need a better portfolio with solid art direction and formal training. I do not need a portfolio school with remedial technical training...I know the ropes. Also, I am thinking of my future down the line and I believe that if I have something that others do not, I will have a better advantage. From grad design school, I think I will have access to better connections, more opportunities for advancement, and more professional choices than I have now. I do know that you do not need a master's degree to become an art/creative director, but I also know that the work I am doing and the jobs I keep getting aren't leading me in that direction either. That's why I am unsure of what to do. Please help!! Thanks

Answer
Formal training with your experience may or may not help - you may end up teaching the class ; )

That said - and in my opinion - if an art director wants to improve themselves then I would tend to move away from what you know so well - art direction and better your understanding of the business you serve. Our clients want great strong creative. A degree might help hone your skills but I truly believe that a better understanding of how to better understand your client's business and your client's customer will give your work, and the work of your team a much more credible position.

In short, have you thought of better learning the language of business? I would have a tendency of placing your learning investment there. It isn't as sexy as graphic design or art but graphic design is a business and better understanding how design can better your client's business will put you in a place that only graphic design leaders have arrived at. This would be a great point of differentiation!

Pete