Expert: Peter Gabany - 5/2/2011

Question
Hello Mr. Gabany

I have 3 questions.

1. It is possible to find a job as a creative without knowledge of computer programs (indesign, photoshop etc)? I ask this question because I know someone in France that told me that he was able to find a job as a creative simply by having sketches in his portfolio. Is this an exception to the rule or is it possible?

2. I am in the process of building a portfolio, but I haven't learned design programs. Could I include sketches in my portfolio (when seeking a job in the U.S) and will I be able to find a job simply by having good ideas, and not design skills?

3. Is it a good idea to find a graphic designer to design the ads for me, or is this considered "cheating"?

4. What exactly does a creative do in an ad agency? I always thought the creatives were the Art Director and the Copywriter, where in both cases design skills are required. Is there a position where you can be creative without having such skills? The person that found a job in France told me that in the interview he was asked if it's ok if he did not design the ads, but simply think of good ideas. Is this true or did I misunderstand?

Thanks you

Answer
1./ Today it is almost mandatory that you have Mac Skills and solid knowledge of Adobe's Creative Suite. That said… depending where you are in the sphere of creative -i.e.: seasoned creative director then it may be easy to find work in this capacity or that of executive creative director (10 plus years experience).

2./ I would not position myself as a designer, or art director. I would recommend account manager or account planner as talented account people with cretive backgrounds are typically hired over simple paper pushers. But you will have to prove innovative thought and leadership.

3./ Ummm… this is weird but I guess that it could work providing that you are upfront.

4./ I would again classify them as an account planner, executive or manager. Each one of the position must be sensitive to doing high end creative work for the client.

I would also consider working in that capacity for design houses and commercial production companies.

Pete