AboutSean Trapani Expertise I am a professor of advertising at the nation's largest art and design school. I teach general advertising courses, copywriting and brand theory.
Experience I have 15+ years ad agency experience as a copywriter and creative director. My experience covers general agency work, such as consumer print and broadcast, as well as specialized communications such as directory advertising, recruitment advertising and employee communications. My work has received dozens of awards, including ADDYs, Silver Microphones, Tellys and others.
Question I was recently accepted into Miami Ad School, Creative Circus and Portfolio Center and am having trouble narrowing down my final selection. How do you determine which school will benefit you the most? Is there one school that is better than the others? Do agencies prefer graduates from one school over another or is it really all about the book? And, if it is all about the book, does one school provide better networking and chances for you to show your book than others? Sorry to ask so many questions at once, but I'm really stuck trying to figure all of this out
thanks in advance
Answer Hello, Anonymous
Each of these schools enjoy excellent reputations. From a non-scientific perspective, I hear a bit more buzz about Miami Ad School these days. But that's just me.
As for agency preference, you might want to ask a few people at the agency you'd like to work for. For example, my guess is that CP+B would favor Miami grads since the agency is affiliated with the school. I have no knowledge of any program being in more demand than the other.
Again, for networking, it depends on the market surrounding the school. If you wanted to work for Saatchi NY, go to school at SVA; to work for Martin, go to VCU; to work for Idea City go to UT at A, etc., etc. There is no one-size-fit-all solution.
My advice is to first decide where you'd love to work; then, find out if those agencies have working relationships with schools in that area. This research will take longer, but you will be happier with the results.
ST
PS - Yes, it's really about your book. But...as a former CD who has hired people (and later fired people) from certain programs, I also care about the rigor of the program. Looking at a portfolio really doesn't tell the interviewer that you can reproduce the results of the portfolio (you may have received help on a few ads; how much is you v. your professor, etc.)
That said, be sure to pick a school that teaches you how to fish. Understanding the process is just as important as a good-looking book.
