Expert: Peter Gabany - 9/25/2010

Question
Hello!  I'm graduating this December with both a Marketing and
Advertising/PR degree.  I want to pursue working in an international ad
agency, and hopefully someday work up to the position of Creative Director.  
The question for now, however is what the next step is.  I am creative and
have a good understanding of the basis of the business.  I'm well rounded in
the different areas of business but lack proper training in design.  I don't plan
on being a graphic designer, but I want to be able to fill that role if need be.  
I'm not sure what the best preparation is for a creative director.  Portfolio
school is tempting because I feel it will really help me, not to mention I
absolutely need a dynamite portfolio.  It's also expensive.  Seattle School of
Visual Concepts is a cheaper alternative.  But I'm at a loss as to what to do.  
Some people say I should just start working as an account executive to learn.  
I've got to make some decisions soon!  All I know is I'm ready to learn.  
Thanks for taking the time to give me some advice!

Answer
Portfolio school? Never heard of it. Creative Director without knowing or working from a basic understanding of design? I'm at a loss. You don't plan on being a graphic designer but will fill that roll – IN AN INTERNATIONAL AD AGENCY – if need be? I don't think so. Going to the suit side of the business when your heart, mind and passion are for the creative? My lord :( I'm stunned at some of this).

There are two ways to earn a position as creative director and a lot of it is luck. Copywriting (possibly the hardest way to get into advertsing) or Graphic Designer. I do not know any Creative Director that has not emerged with one of those key skills… and if you think that you are going to have visual input on creative from the seat of a copywriter or creative director with a copywriter background… well good luck.

Do you want cheap (affordable) or greatest return on your investment? Myself, (providing I could afford it) I would attend the Rhode Island School of Design.

What are you not telling me? You can't draw? You want a high paying position without having the chops in design or writing? And why this need to pigeon hole yourself with a skill set in an industry that is in tremendous flux?

The internet, social networks, buzz marketing, new concepts in communication that have not yet been fully explored. Product placement in video games, YouTube as a media source and the changes go on…

If you want to work in a creative industry to influence the creative content of campaigns of any sort, open your path to learn to be a creative. Either take graphic design, advertising (I wouldn't) or copywriting. Become the consumate craftsperson first. Learn management along the way and take your electives in humanities.

Please!

Let me know how you proceed and ask questions often.

Thanks,

Pete