Expert: Peter Gabany - 9/30/2011

Question
I am currently pursuing a degree in Advertising at The University of Tennessee-Knoxville. It is an accredited program that is ranked in the top 5 in the nation. However they focus more on the Account Management side of Advertising. After I graduate, my goal is to become a copywriter. I have two questions.

1. If I want to get a job as a Copywriter in an Ad agency, do I need to have a lot of knowledge in graphic design and be talented in drawing? Do most Ad agencies higher both a Copywriter and an Art Director, or do they try to find one person that can do both of those jobs? I don't know if it is necessary for me to take graphic design courses if I want to become a Copywriter.

2. My second question is about Portfolio Schools, for example Miami Ad School and Creative Circus. What are your opinions on them, are they a good resource that could land me a job, or are they a waste of money?

Thank you so much for taking the time to review my questions.

Answer
1./ It is great to have knowledge about the industry and understanding Graphic Design is certainly an advantage when collaborating with the creative team but it is FAR more important that you have a general knowledge of many things. Like the TV series “How Stuff Works” this knowledge will serve you well when determining how best to tell a story and develop motivating and compelling copy. Typically in the past copywriters are teamed up with an Art Director. Sometimes (rarely) the writer is the Art Director and there have been some great ones. I for one do NOT believe it to be in your best interest to become a Graphic Designer IF your intention is only to write. Writing is a large task and can be difficult.

2./ Waste of money. They too are a business and while their ideology is stated as - wanting to find their student a job that does not mean that they will do just that. Of course the best way to find work in the field is to work in the field. Why not freelance or do some probono work to beef up your portfolio. Do something other than present your school portfolio. Here are some suggestions: find 2 or 3 graphic designers that can feed you some work - and do it for little or nothing - let them know that you are interested in working on a project to get some printed samples for your portfolio (do not let them abuse this priviledge). Reach out to some not for profit clients - the woman's shelter, food bank, Red Cross, Boys Club of America and volunteer your writing skills.

Something may happen there - they may ask if you can design a website or brochure for them - therefor it is best to align yourself with a graphic designer or web designer first so when asked you can negotiate a price and bring in some work for your creative team. They will love you for this opportunity - bringing in work that is.

I hope and trust that this helps.

Regards,

Pete Gabany