Expert: Peter Gabany - 9/7/2004

Question
Hi, this is Meagan.  Sorry to bother you again, but I wanted to know if you could share some of your experience in the writing field of advertising with me.  I've done a lot of thinking and decided that I'm most interested in this field.  I know you mainly work with photography, but if you have any additional information about the writer's path, I'd love to learn more.  Also, if you don't mind, what college did you attend?  How did you like it there?  I'm starting to look at my college options, and I'm not sure which universities have the strongest advertising programs.  My dream is to attend the University of Texas, but I'd like to see what else is out there as well.  I really appreciate the time and effort you give for the sake of knowledge-hungry people like me.  Thanks!

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Followup To
Question -
Hi, I'm interested in pursuing a career in creative advertising, and I was curious, what kind of problems did you encounter while working in that field?  Also, what steps and training did you prepare yourself with to gain such a position?
Thanks!
Answer -
Meagan,


Due in part to the fact that the advertising field is SO vast it is difficult to advise. I will try and explain. A lot of people are interested in and attracted to the "Creative" aspects of the industry. I wish you to know that there is not one field in advertising including the accounting that isn't creative.

The key divisions include: Research, Account Management, Account Planning, Creative - which includes: Photography, Illustration, Video, Television, Writing, Graphic Design, Voice, Web Design, Web Programming and more, Media planning and buying. Further more there is Public Relations, Direct Response Marketing, Pay-per-click, Sales Promotion, Event Marketing and the list continues.

Each one of these can be broken down into specialization. Each one of them requires creativity. If your passion is to become an Art director or Creative Director know that the problem associated with these positions are not what you would probably consider. For example: tremendous egos, mental blocks, time contraints, brash and crusty folk and I will always add – or not. There are always exceptions.

I have no way of telling where you are from and I wish this forum asked these questions as it can help us make meaningful answers. if you are near a large metro area – please, please, please make as many appointments as you can with as many ad agencies that will permit it. Create a hot list of questions that you can ask the agency. No more than 10 that you need answered to help establish your career path. Attend each visit on time, be curteous and VERY inquisitive. If you stand out you will derive more help. Dress well. AND make certain you follow up with a thank you letter – this while being common curtousy can help you land a first job once you move to that level.

Meagan, as for me, I wanted to become a professional photographer. I had a keen interest in design. I went to college for design then photography. I went to work shortly thereafter attending to a company's PR needs. Later, in 1986 I started a photographic and design company and within 2 years converted it to an advertsing and design agency by taking on a partner. I continue to work in this smaller yet successful agency.

Owning and operating an advertising agency has its rewards and i wouldn't discourage it, but don't do what I did – get some grounding at other agencies before going out on your own.

Also, use this link to learn more about the industry
<http://advertising.utexas.edu/world/>.
Navigate to Advertising Agencies and look at all of their sites. This should educate and motivate your search.

Pete

Answer
Meagan,

Thank you for your comments. Contrarty to what you might think, I rarely spend any time with photography any more. ; ( Most of my time is spent managing the agency, its people and projects.

Writing opportunities are rare, good writers are near extinct. I have a marvelous writer that unfortunately is near retirement and few could ever fill his shoes. I wish that I could tell you what makes him good so that I could transfer his knowledge to you or anyone for that matter, he just happens to be a great writer, now 63 years old.

I will say that he is brutal in his writing and by that - honest. Our positioning statement - Voicing our clients' vision with persuasive truth – pennedby our faithful scribe is EXACTLY what we practice. Nothing flowery about it.

I attended Ryerson for Photographic Arts, Niagara College for design and an independent study in photography, Durham College for Public Relations and the Institute of Canadian Advertising for my Print Production and Account Management Certification.

University of Texas would be great according to all that I have heard. I also know that Northwestern U near Chicago has one of the best Integrated Marketing Programs in the continent. As for other schools in the US, I'm uncertain.

Also, I haven't a clue who would teach writing. My recommendation holds though. Make appointments at as many Agencies as you can and tour them. One of the key questions you may wish to consider asking is: Do they have an intern program? If the answer is no, yet they are it in your books regarding a great environment to work and learn - write back and I will try to get you an internship outline that you can go back to them with and ask them to adopt an internship program with you. There might even be financial assistance available for them through the government.

It would be good to know where you are as I can direct you to some great shops. i.e.: Cahan Associates, San Francisco <http://www.cahanassociates.com/home.html>. Bill Cahan is strictly a design shop that specializes in annual reports. Writing for a report is somewhat specialized and certainly different from what you may be considering.

Write anytime,

Pete