Expert: Sean Trapani - 8/9/2008

Question
QUESTION: Clever advertisements are something that fascinate me.  I want to be the one who comes up with the idea, the guy who takes credit for an ad work.  I don't know exactly what kind of job is right for me but i do know that i have a creative + artistic side.  I can't say i am the best at drawing (by hand at least) but designing something using computer software is something i can do and probably enjoy.  I have been searching for a long time for careers in marketing/advertising and becoming an art director is what sounds right to me.  I have a few questions and i will try to keep them short.  1)   Math is not my strongest subject, and i have heard there's a business side and an art side to marketing, what should i go for? 2) What should i major in to become an art director? There seem to be a lot of options (marketing, advertising, art new media, graphic designing...), do art directors directly apply for the position or do they start low as graphic designers or something similar? 3) Should i get my degree through a traditional 4yr state university that offers advertising degrees or would it be a better choice to go through an arts school?  4) What should i minor in to get greater employment opportunities? Is getting an AA from a community college a good idea?  I'm sorry for the long question, but i am really interested in this career and need some help from a professional on how i should go about it. Thanks

ANSWER: Hi, Ignatios

At the root of every member of the creative department is curiosity, a strong work ethic and a bit of a competitive streak. I've found that these are the qualities - in addition to being a good team player - that will help you most in this career, or in studying to prepare for it.

In response to your specific questions:

1) Go for what you're more passionate about. If math isn't it, then don't specialize in media buying, research or even account service. With the exception of a few proportional formulas, there's not too much math you'll need to know as an art director.

2) You should major in advertising with an emphasis on ad design. Advertising design and graphic design are two different fields - so be sure to study the course descriptions at your school. You can always compare them to a dedicated art director program like the one SCAD offers by looking up the Advertising Design major and reviewing the course listings.

3) Both options are fine. College shouldn't simply be a trade school - college expands your mind and helps you think in deeper, richer hues. Try to surround yourself with the brightest, most diverse group of people you possibly can. If you do choose a 4-year school, just make sure that you walk out of there with a portfolio when you're done - that's the only way to get a job these days in the creative department. (This applies to your AA question.)

4) Minor in something you'd love to study - that's completely unrelated to advertising. Most (art director) students minor in graphic design or something similar. You don't want to be a carbon copy of somebody else applying for that first job you want out of school.

Lastly, remember that as an ad creative, you will be using your mind forever - to dig, prod and probe - to uncover unexpected, but relevant truths that surround your product. It's like solving a new riddle every day; and you should do everything you can to develop the most important skill of all...

...the ability to think.

Bottom line - just make sure your school is serious about portfolio preparation, and that it's ad design, not graphic design.

Best of luck,

Sean Trapani

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

QUESTION: Thank you very much for a great answer.
I have one more little concern..I've read that a bachelor's degree might not be enough and i should go for a masters.  Also that it will take me about 5-10 years to reach the high position that of an art director (and that's if i am really good at what i do).  So does that mean i will spend so many years going to school just to get an entry level job (apprx. 30k/yr) and having to wait 5-10 years to get promoted and do what i want to do? Because if that's the case it might be a better idea to get ANY other job....
Lastly, i also read that the majority of art directors work as self employed? How does this work? Does this mean that they don't have a stable company they work for? Or do they have their own advertising agency?
Thanks again Mr. Trapani

Answer

The student ability (and portfolios) of the BFA students are often stronger than MFA students who didn't do their undergraduate work in advertising.

The ONLY way a master's is better than a BFA is if you do both, i.e., get your undergrad in advertising/communications, then your MFA. The best graduate program in the country right now is the VCU Brandcenter.

You can walk into a $40-50k job straight out of a BFA program - if (and it's a BIG if) you've put in the hours to develop your book, and you have the talent.

I don't know where you read the statistic on art directors (sounds more like a figure for graphic designers). Most art directors work for private companies (like Coca Cola, Proctor & Gamble, etc.) in their in-house marketing departments. Second to this is ad agencies. Third, is self employed. That's what our career services people tell us.