Expert: Sean Trapani - 5/22/2008

Question
I am a parent of a recent graduate of advertising a Mi State Univ.  When she was in her last year she was informed that in order to get a job, she would need to go to a portfolio school. She is an excellent (4. in her field of study) student and wishes to become a art director.  Is it really necessary to continue her education at one of these schools?  Are we being duped into believing this by the schools involved?  They came to her school and did a whole "sales pitch".  Thanks for your time, Anne

Answer
Hi, Anne

I don't work for a portfolio school. I teach at a college that offers 4-year and graduate degrees in advertising design. So, the portfolio schools are often our competition.

That being said, I think portfolio schools can be a great thing.

When I hired new art directors (back when I was a creative director), I didn't care about transcripts or grade point averages - all I cared about was the candidate's portfolio, or "book" as we call it in the business.

I was not unique. This is still the case with all creative directors in advertising. The business is too competitive, and agencies don't have time to "train on the job" anymore.

So the answer to your question all comes down to your daughter's portfolio. If it's good enough to get her a job now - filled with at least 10 solid campaigns -  then maybe she doesn't need to go to a portfolio school. If she doesn't, a portfolio school is one good option for developing the component she'll need to break into the business.


Sean

PS - If your daughter would like some feedback on her current portfolio, she's welcome to send me a pdf of some of her samples to strapani@scad.edu