Expert: Peter Gabany - 10/17/2009

Question
QUESTION: Hi. Do ad agencies usually look for people with design degrees to fill art director positions? Or, could someone who has taken design courses be considered too? Thanks

ANSWER: A degree is always helpful but no, not necessary - especially if you are stellar at your work. A great, innovative, creative portfolio with a strong knowledge base in on-line application development, print production, broadcast production, etc will get you looked at over others but this takes experience. If you are a great writer and even better graphic designer then this combination has its place as well.

If you have a design diploma from a recognized school - say Rhode Island School of Art and Design or University of Texas Advertising and Public Relations then it may be easy to attend for an additional year to get your degree. This leaves you best prepared for a position with leading design agencies, ad agencies, PR firms, online firms and the like.

I hope that this helps, let me know,

Pete

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

QUESTION: Do many ad firms use guerrilla marketing tactics? Are creative directors in charge of the agency on a day-to-day basis?

Answer
Guerrilla marketing has assorted meanings and the interpretations vary but any marketing that seems to be outside the normal media solutions of an ad agency seem to be generically labeled as Guerrilla. Ad agencies have traditionally looked beyond the traditional in search for something that is creative and that meet a specific objective. Using buzz, viral whatever you wish to refer to as guerrilla is being used more and more. Still the good campaigns are the simple ones that can put bums in seats, pull product off shelves or abandon on brand over another.

As for Creative Directors typically run the agency or are they in charge? Their first and primary function is to monitor and influence the creative product of the agency. Some CDs do own and some operate the agency, but this is typically left for those that manage business, people and accounts.

I trust that this helps,

Pete