How are the main suppliers of tomorrow's creatives - ad schools - shaping up to meet the industry's creative demands? Our efforts to find out resulted in Creativity's first Ad Schools Review. On the following pages: top line information on 11 leading U.S. ad schools, including program overviews, statements from school leaders on how programs are evolving with industry changes, and more. Then, commentary from agency creative recruiters and creative managers, creative heavyweights and students. The full report, with even more schools info (including additional curriculum info, full faculty lists and more) and industry feedback can be found on AdCritic.com. Click on the Creativity issue on AdCritic's main page.
Syracuse University, Syracuse
Founded University: 1870; Advertising Design program: Early 1960's
Programs offered 200+ Majors, including Advertising Design, Communications Design, and Illustration.
Degree/Diploma offered BFA, MA (Independent Study Degree Program: please see http://vpa.syr.edu/isdp/)
Curriculum Includes Advertising Principles; Design Methods; Strategy in Advertising; Design Skills & Processes; Advertising Campaigns; Digital Design; Advertising Design Research Problems; Advertising Problem Solving; Final Portfolio; Television Concepts; Television Commercial Production and other areas.
Number of students University: 12,000 undergraduates; Program: 70 undergraduates; Advertising Design Graduates 2004: 25
Overview of the school's approach/philosophy and notable aspects The undergraduate program offers the experience of an art school encompassing both traditional and contemporary media and techniques, combined with the breadth and depth of a traditional University education. Our goal is to prepare students for the industry without the need to further attend portfolio schools.
Internships DDB Student Internship Program. Other regional, state and nationwide agencies include Arnold, Lowe, Deutsch, Y&R, Mad Dogs & Englishmen and Eric Mower, among numerous others. Study abroad locations include Florence, Barcelona and London. Many students also successfully pursue studies in Australia.
How has the school and its courses adapted to meet the changing needs of the industry? Reinvestment in traditional and multi-media facilities and equipment; curriculum revision of relevant programs and courses; globalization of advertising supported by international faculty, including a new proposal for internship opportunities in London.
Placement rate Over 50%.
Alumni honor roll Lars Anderson, Mike Shine, Frank Todaro, Brian Buckley, Deacon Webster, Taras Wayner, Matthew Vescovo.
Adhouse, New York
Degree/Diploma offered Does not offer degrees, diplomas or certificates. A professional training program offering exposure to the top creative directors in New York.
Curriculum Classes are all concept development based (Introduction to Creative Process, Concepting Creatively, Advanced Concept Development and Focus on Portfolio).
Number of students Between 60 and 80 students each term.
Overview of the school's approach/philosophy and notable aspects Our philosophy is pretty much anti-academia. We are a training program that by hiring only highly-awarded supervisory level teaching talent, instills realistic industry standards to our teaching practices. We are a conceptually focused institution catering to working stiffs here in New York City, this country's largest advertising market, who want to learn from the best without any hand-holding. To further our students professional education, we offer "Creative Bootcamp", our intensive program with encompasses a full-time internship, concept class, agency interviews and one-on-one critiques.
How has the school and its courses adapted to meet the changing needs of the industry? We've adapted the best way possible, keeping the heart of our organization - the creative directors who make up our renowned faculty - the most current top talent in New York.
Placement rate/Alumni honor roll Like the creative talent in this competitive industry at large, only a small percentage of our students rise to the top. Of the students who stick with the program, we have a high success rate of placement at top agencies including Mother (Dave Clark CW), Crispin Porter + Bogusky (Steve O'Connell), Wieden + Kennedy (Bobby Hershfield CW), TBWA/Chiat/Day (Jason Stefanik AD), Kirshenbaum Bond & Partners (Jenny Grant CW), Lowe Worldwide (Chip Rich CW), Mad Dogs & Englishmen (Judd Councell CW), DeVito Verdi(Rich Singer CW) and more.
VCU Adcenter, Richmond
Founded: VCU Adcenter's Board formed in 1995. The first class of students started in the fall of 1996.
Programs offered The VCU Adcenter is the graduate advertising program for the School of Mass Communications at Virginia Commonwealth University. The program offers four tracks: Art Direction, Copywriting, Strategic Planning, and beginning in 2004, a brand new and unique Creative Media track.
Degree offered Students earn a Master's of Science degree. A four-year bachelor's degree is required. Our program begins each fall.
Curriculum VCU features Art Direction, Copywriting, Creative Media Planning and Strategy streams (includes Advertising Layout & Typography; Advertising Technology; Creative Thinking; Advanced Art Direction/Layout; Perspectives in Advertising; Documentary / Film Storytelling; Ad Concept Development; Portfolio Review; Ad Concept Development II; Non-Traditional Advertising Campaigns; Presentation Skills; Ad Portfolio Development; Ethics in Mass Communications; Thesis and other areas).
Internships Because it is not aligned with one agency, the Adcenter works to get students placed in paid internships during the summer between their first and second years. A few of the agencies participating this summer include Leo Burnett, BBDO, Hadrian's Wall, The Richards Group and DDB/Chicago. The Adcenter also provides students in both years the opportunity to work with mentors in the industry who make themselves available for creative input and critique of student work.
Number of students Up until this fall, the Adcenter accepted approximately 60 students each year, 20 in each track, resulting in a total of 120 students in the program (first and second year). This year, we've increased our acceptance to 25 students into the three original tracks, and beginning this fall have accepted five students into our new Creative Media track.
Placement rate Close to 90 percent of our graduates have secured job within eight months of graduation. Almost half of our most recent graduates have already found jobs at agencies such as Butler Shine and Stern, Arnold, Core, The Martin Agency, Modernista!, Goodby, Venables Bell & Partners, and J. Walter Thompson/London.
Overview of the school's approach /philosophy and notable aspects In response to the changing landscape of the industry, the new mission of the VCU Adcenter is to train tomorrow's industry leaders to create advertising ideas that stretch past traditional methods and incorporate all types of media to best solve communications problems. We stress a total understanding of all aspects of the business of advertising - we are not solely a portfolio school. We believe the best creative and strategic team consists of a writer, art director, strategic planner, and now a media person. What is an ad? That's the question that VCU Adcenter spends two years preparing its graduate students to answer. An ad can no longer be considered just television, print, radio, outdoor, and direct mail. Today an ad is any form of communication that comes in contact with the consumer. Tomorrow's ad makers must understand this and be able to not only create ads, but also create ideas that stretch past conventional media. The goal of the VCU Adcenter is to become the "Harvard of Advertising." To achieve this, it is incumbent on the Adcenter that it remains un-aligned with any one agency, but instead looks to the whole industry for support. With that support we can continue to attract accomplished full-time faculty who will produce a constant source of talent for the entire industry. Students in every track who are skilled idea generators, capable and prepared to work in an increasingly integrated business.
How have the school/courses have adapted to meet changing needs of the industry? The VCU Adcenter is an experiment into the future - a reflection of what the industry is becoming. Our faculty takes students on a two-year journey, nurturing a love of invention and fresh ideas, and of looking at new ways to solve business problems.
Our curriculum highlights topics not covered at other schools: ethics, the business of advertising, concept development, nontraditional campaigns, and presentation skills. To prepare for the changing definition of advertising, we have introduced a new track called Creative Media which will teach students to look for new venues to best communicate with clients.
The VCU Adcenter has worked hard to attract minority and international students in each track of study. The Adcenter board has a diversity committee which looks at ways to reach women, minority and international students, and talk with them about careers in advertising. On average over its eight-years, about 12 percent of Adcenter students have been international, while close to 15 percent have been minorities.
Alumni honor roll Cindy Casares, Scott Cooney, Kevin Proudfoot, Shameka Brown Barbosa, Steve McElligott, Sean Vij, Matt Stein, Adrian Hilton, Steve Yee, Mark Peters, Ron Villacarillo, Mary Carole Jorgensen, Alison Farley, Britton Taylor.
Portfolio Center, Atlanta
Programs offered Design and Art Direction; Advertising Art Direction; Design and Media Architecture; Copywriting; Photography and Illustration.
Degree/Diploma offered Certificate. (most students enrolling at Portfolio Center already have a four year undergraduate degree from a liberal arts college or university.
Curriculum Experimental Advertising & Branding; Brand Communications III; Brand Integration; Behavior Analysis; Systems & Information design; Retail Branding; Improvisation; Experimental Advertising & Branding; Modernism, History & Criticism; Brand Communications; Message & Content.
Number of students 300
Overview of the school's approach/philosophy and notable aspects For twenty-five years, Portfolio Center has provided a staging for designers, art directors, copywriters, photographers, illustrators, artists, critics, architects, environmentalists, social advocates, animators, filmmakers, writers and poets to find their voice and learn how to share it. The work of our students and graduates is in the public eye every day, changing the way we all live and work, from the restaurants we frequent to the voting booths, from the computer we work at to the airline we fly on, from the books or magazines we read to the advertisement of our favorite products on television. Portfolio Center students and graduates define innovation in occupations that showcase strategic opportunities for business that both 'wow' and 'delight" as they create and affect just about every new man-made thing bought, used, or seen.
All the programs at Portfolio Center are supplemented by cross arrangements and efficient use of educational resources that can offer a fuller relationship between industry and education. Our students are encouraged to develop relationships with design, advertising, and interactive agencies, as well as many corporations. Internships and mentor programs are also invaluable resources.
How has the school and its courses adapted to meet the changing needs of the industry? These days, branding is at the forefront of every industry, and the creation, re-creation, and maintenance of brands is at the core of design and advertising. Today's student needs an extremely comprehensive education, which emphasizes the process, especially as it applies to branding; graduates should move easily between the various media, including Internet, radio, TV, and promotional work. The ability to partner on projects and the capability to communicate with all kinds of creative people are important qualities, growing more important by the minute. At Portfolio Center, we anticipated these trends long ago, and we've evolved our curriculum to prepare students to speak the global language and how to visualize and create them. Whatever the particular discipline, students are trained to look at the big branding picture.
Portfolio Center students are also taught how communication ideas merge with communication strategy across every medium, including, but not limited to, advertising, magazine and publication, book design, information and systems design, media architecture, general exhibition design, screen based media, corporate and brand identity, environmental design, product design, web design, promotional design, architecture/urban retail planning, licensing, brand strategy, writing for design and advertising, and strategic planning. We define the concentrations but sweep them broadly under the umbrella of brand communication. The new cross-media approach is redefining education.
Placement rate 90% within three months; 100% within a year.
Alumni honor roll David Weist, Arnold/Boston; Andrew Keller, Crispin Porter + Bogusky/Miami; Mike Towell, BBDO/N.Y.; Jayanta Jenkins, Wieden + Kennedy, Portland; Adam Stringer, Lippincott Mercer/N.Y.
Programs offered Art Direction, Graphic Design, Promotional Design, Copywriting, Promotional Writing, Interactive Design, Interactive Writing, Interactive Account Management, Account Management, Account Planning, Media Planning and Branding.
Degree/Diploma offered Certificate Program.
List of key classes Ad Strategy and Concepts, Consumer Behavior and Branding, Layout and Design, Alternate Media, Team Concepts, Integrated Campaigns, Logos, Business Systems, Poster, POP and Retail Signage, Packaging and Creative Writing.
Number of students 110
Overview of the school's approach/philosophy and notable aspects We're not the biggest school, or the richest or the oldest. We don't send our kids on global adventures. We're not the most academic. We're not owned by Mega School inc. We're not an appendage of an ad agency. We're not a get-a-portfolio-while-you-wait school. We're just Brainco, a humble little school where nine different disciplines come together to work as they should in the real world. Copywriters working with Interactive designers, art directors sharing ideas with account planners. Our students are trained by some of the most award-winning instructors in one of the most creative cities in the country. Some schools pride themselves on being creative. Other schools pride themselves on being smart. We'd like to think, as our slogan would indicate, that Brainco is a Smart. Creative. School.
How has the school changed and adapted? We consistently meet to review our curriculum and add or delete courses as necessary. The concept of integration has moved passed the buzz word stage and, with the advent of new technology, it's scope is constantly growing. We are expecting to continue to make some dramatic changes as the industry continues to demand graduates with understanding beyond their core disciplines.
Placement rate 98%
Alumni honor roll Tiger Porter, Fallon Worldwide; Susan Young and James Edin, Kirshenbaum Bond & Partners; Nick Sonderup, MTV; Ryan Thiesen, McKinney Silver; Matt Bottkol, Foote Cone & Belding.
The Creative Circus, Atlanta
Programs offered Degree/Diploma offered: Art Direction, Copywriting, Design, (including illustration) Photography, Web-Design and an emphasis on all the new media that advertisers are exploring with their agencies and studios. We are accredited and offer a diploma and a great portfolio.
Curriculum This is always being upgraded to fit the current or even future hiring trends.
Number of students On average, about 200.
Overview of the school's approach/philosophy and notable aspects Our approach is to offer the student the best possible individual attention we can. Most of our students come from the academic "institutions" in which the student has to conform to get the information they need. Studios and ad agencies are traditionally non-conformist. Individuality is the very thing that makes one successful in this business. So we try to stress one-on- one attention as much as possible. "NICE" is a big one here. No one wants or likes people who are not nice. So we stress being as nice as possible. Who defines nice? It's in the soul of the beholder (employer). But we try hard to make sure that each person who leaves here knows that as good as they might be, they're not LeBron James or Eli Manning or Britney Spears. That before they can become "stars" they have to rock. And if they do become celebrities, not to take it personally. But they are a yardstick of effectiveness of The Creative Circus program. Many of our graduates take internships during school and after graduating. We have a large list of national and international mentors. These kind and generous creative persons take on a student and mentor them while they are busy at school building their portfolios. They counsel them on their work, job search and even personal matters, very much like an older, more experienced friend or sibling. We have no formal affiliations with any one agency or studio, but the University of Florida offers their students the opportunity to spend a quarter away in beautiful downtown Atlanta at The Creative Circus, as opposed to The Sorbonne or Oxford or schools like that.
How has the school and its courses adapted to meet the changing needs of the industry? The number one thing we're doing is working our collective butts off to stay on top of industry trends. It's like fighting terrorists; you have to keep your Intelligence on constant alert. Every day there's a new development in advertising. Media no longer looks like media. Aside from vastly changing viewing, reading and listening habits that have destroyed the old model, there's product placement, advertainment, brand buzz, guerrilla, environmental and ambient media. PR and brand architecture building. Those are just a few of the forms of the new advertising that even have names. New forms are being created while you're reading this.
Advertising isn't necessarily even an ad anymore. Clients are trying to protect their turf or find new markets without ever doing an ad as we used to know them. Our Board of Advisors advise us so we're able to give our students the information they need to not just get the job but to be able to keep the job. And not just survive but thrive in the new creative/media revolution. We send questionnaires to the industry every year, to the point of being a huge pain in the neck. But we have to know what the "end user" of our school needs so our kids can supply it. We have visiting faculty and or lecturers address the whole school or classes, on an almost constant basis. Most visits are planned. Some are unexpected drop-ins. So we and our students and their teachers are pretty much up to date. And sometimes even ahead.
Placement rate We have stayed at the 90% or better level since the beginning of The Circus, often reaching 100%.
Alumni honor roll Mike Byrne, creative director, Wieden + Kennedy/ Portland; Andy Carrigan, copywriter, Wieden + Kennedy/N.Y.; Amee Shah Carrigan, senior art director BBH/N.Y.; Tim Guy, Design Director, VSA Partners; Roger Hoard, copywriter, Strawberry Frog; Dave Holloway, senior writer, Euro RSCG; Paul Keister creative director, Crispin Porter + Bogusky; Matt Peterson, creative director and principal, Creature; Cal McAllister creative director and principal, Wexley School for Girls; Dan Morales creative director Cliff Freeman Partners; Don Shelford creative director, Wieden + Kennedy/Amsterdam.
Miami Ad School, Miami
Founded Miami Ad School was founded in1993 by Ron and Pippa Seichrist; Minneapolis location 1999; San Francisco 2000; Sao Paulo 2002;Hamburg 2003
Programs offered Two-year portfolio programs in Art Direction, Copywriting, Graphic Design, Fashion Photography & Editorial Design; 12 week program in Account Planning; one-and-a-half-year Masters Programs in Art Direction, Copywriting; two-and-a-half-year Associate of Science Degree Programs in: Art Direction, Copywriting, Graphic Design, Fashion Photography & Editorial Design
Curriculum Brainstorming, Brands and Branding, Everything is Media, The Voice of Type, Ideas First, Video Storytelling, Improv/Standup Comedy, Web Design, Motion Graphics, Photo Visions, Publication Design, Design Influences, Visual Impact, Copy Skills, Intellectual Properties
Number of students The total enrollment for the five full time Miami Ad School locations is approximately 500.
Overview of the school's approach/philosophy and notable aspects Miami Ad School has five full-time schools. They are in Miami, Minneapolis, San Francisco, Hamburg (Germany) and Sao Paulo (Brazil). The faculty of each school are leading industry professionals from the city where the school is located. Instructors include creatives from Crispin Porter + Bogusky, Fallon, Goodby Silverstein & Partners, Jung von Matt, Leo Burnett, Colle + McVoy to name only a few. In addition, the school flies in professionals from other cities around the world to guest speak or participate in the Teacher in Residence program. Students from the five Miami Ad School locations have the opportunity to spend the second year of the two-year program studying and/or interning in up to four other locations where the school has Quarter Away programs. Students can choose up to four cities from the following list of eleven: Amsterdam, Chicago, Hamburg, London, Madrid, Miami, Minneapolis, New York, Prague, San Francisco, Sao Paulo. By the time the students graduate they have a truly global education. Miami Ad School students (from every location) have the opportunity to intern at agencies in the U.S., Europe and Latin America. A few of the participating agencies include: BBDO, Cliff Freeman and Partners, Crispin Porter + Bogusky, DDB, Kirshenbaum & Bond, J. Walter Thompson, Jung von Matt, Lapis, Legas Delaney, Leo Burnett, Saatchi & Saatchi, SCPF, StrawberryFrog, Vidal Partnership and Y&R.
Our goal is to give our students a real-world education in the advertising and design professions. However the real world of advertising and design is in a dramatic period of change and transformation. To meet this challenge our educational focus is on giving the students the tools and skills to first solve an advertising or design problem and then use the appropriate media for that solution. At the same time we must provide the students with a global perspective; it really is a small world after all. (See sidebar p. 56)
How has the school and its courses adapted to meet the changing needs of the industry? The curriculum is constantly evolving. It is developed from the input of industry professionals (designers, art directors, photographers and planners) all over the world and from the support of the creative staff of Crispin Porter + Bogusky.
Placement rate 98%
Alumni honor roll Bobby Applebee, art director, Fallon/Minneapolis Mark Andeer, VP group creative director, BBDO/Minneapolis; Adam Fels, copywriter, Lowe/N.Y.; Donnell Johnson, copywriter, Spike DDB/N.Y.; Alexa Knight, account planner, BBH/N.Y.; Kevin Koller, art director, Crispin Porter + Bogusky/Miami; Thomas Kopecny, creative director, Publicis/Prague; Scott Mac Master, account planner, TBWA/L.A.; Dawn McCarthy, associate creative director, Cliff Freeman & Partners/N.Y.
School of Visual Arts, New York
Programs offered Advertising, Animation, Art Criticism and Writing, Art Education, Art Therapy, Cartooning, Computer Art, Film & Video, Fine Arts, Graphic Design, Illustration, Interior Design and Photography.
Degree/Diploma offered Bachelor of Fine Arts: Advertising, Animation, Cartooning, Computer Art, Film and Video, Fine Arts, Graphic Design, Illustration, Interior Design, Photography and concentrations in Art Education and Art Therapy. Master of Fine Arts: Computer Art, Design, Fine Arts, Illustration as Visual Essay, and Photography and Related Media. Masters of Professional Studies: Art Therapy.
Curriculum The curriculum is broken down into two lines of study: courses that focus on developing conceptual thinking in solving advertising problems (include the study of Art Direction, Copywriting, and Design); and a wide range of elective classes that augment the first line of study. There is a particular emphasis on design that directly supports creative art direction. Classes include Advertising for Social Change, The Team Approach to Advertising, Filmmaking Motion Graphics, History of Advertising, Visual Literacy Graphic Design, Typographic Design, Website Design, Environmental Design, Poster Design, 3-D Design, Editorial Design, Branding and technical courses in virtually every computer program.
Number of students The department has more than 700 majors in design and advertising with approximately 150 students majoring in advertising.
Overview of the school's approach/philosophy and notable aspects The department's philosophy is a combination of converging ideas that include developing one's ability in the art of questioning; a strong emphasis in conceptual thinking supported by experimentation culminating in a climate where risk taking can arise. These central ideas are supported by a working knowledge of art direction, graphic design, typographic design and computer literacy. Students who choose to study advertising at SVA explore the art of selling. The emphasis of the department is conceptually based. They develop ads that are critiqued by faculty and peers in the same way that clients review new work. As their education progresses, students begin to move from working on single ads to developing entire campaigns. By their senior year, they will have explored a wide array of disciplines, from art direction and copywriting, to typography, to producing TV commercials, culminating in a competitive portfolio.
Accreditation and affiliations include Commission on Higher Education of the Middle States Association of Colleges and Schools National Association of School of Art and Design (NASAD), Association of Independent Colleges of Art and Design (AICAD), International Association of Independent Schools for Art and Design (AIAS).
How has the school and its courses adapted to meet the changing needs of the industry? The school thinks about change in a much different way than most institutions. On the one hand, while carefully identifying industry changes, the department on a yearly basis updates its curriculum to meet these very demands in both the creative and technical areas. Today, given the high level of design and typographic excellence an art director is responsible for, the department now offers in-depth advanced typographic and graphic design courses along with classes in website design, 360-degree advertising, branding and a motion graphics workshop. Also, every two years, the school updates the department's Digital Imaging Center with the latest technology. Yet, the aforementioned changes, while being helpful to students in facilitating their entry into the field, the department believes that there are other issues that are of even greater importance. Besides developing a high level of conceptual abilities, which is central to the student's development, what is also needed to sustain a meaningful career in today's demanding, downsized, overworked industry are the qualities of a 24/7 work ethic, uncompromising perseverance, and the ability to go the extra mile. In addressing these needs the department has created a virtual boot camp mentality by creating classes with overwhelming demands that are on the periphery of advertising. When students successfully complete these seemingly impossible demands, not only are they empowered, in the broader sense of the word, but the thinking here is; that it creates adaptability toward other disciplines in an effort to meet the ever unfolding new frontiers that every new industry incarnation brings. For example, in one class titled "The Project", instructed by Bob Giraldi, students work on their own personal film for an entire year, being responsible for: the writing of the script, storyboarding, casting, location sites, directing of the film, shooting of the film, lighting, editing, etc. Given the fact that a student must carry a full load of classes this additional class is nothing short of daunting. (For other examples see feature on adcritic.com)
Placement rate: Approximately 90%
Alumni honor roll: Tod Seisser,Creative Director, Saatchi & Saatchi; Pete Favat, Creative Director, Arnold Worldwide; Mike Campbell, Creative Director, J. Walter Thompson; Eric King, Creative Director, TBWA/Chiat/Day; Mark Schrunteh,art director, Goodby; Roger Camp - (Art Director, Leagas Delaney, SF Vinny Tulley-Creative Director, DeVito Verdi Andrew Christou and Sam Bayer have become Commercial Directors
these seemingly impossible demands, not only are they empowered, in the broader sense of the word, but the thinking here is that it creates adaptability toward other disciplines in an effort to meet the ever unfolding new frontiers that every new industry incarnation brings. For example, in one class titled "The Project", instructed by Bob Giraldi, students work on their own personal film for an entire year, being responsible for the writing of the script, storyboarding, casting, location sites, directing of the film, shooting of the film, lighting, editing, etc. Given the fact that a student must carry a full load of classes this additional class is nothing short of daunting. (For other examples see feature on AdCritic.com)
Placement rate Approximately 90%
Alumni honor roll Tod Seisser,creative director, Saatchi & Saatchi; Pete Favat, creative director, Arnold Worldwide; Mike Campbell, creative director, J. Walter Thompson; Eric King, creative director, TBWA/Chiat/Day; Mark Schrunteh,art director, Goodby; Roger Camp, art director, Leagas Delaney; Vinny Tulley creative director, DeVito Verdi; Andrew Christou and Sam Bayer, directors.
Art Center College of Design, Los Angeles
Programs offered Advertising, Environmental, Film , Fine Art Media, Graphic Design, Illustration, Product Design and Transportation.
Degree/Diploma offered BFA, BS, MA, MFA.
Curriculum Typography, Design Principles, Communication Design, Advertising Concepts, Basics of Film, Copy Concepts, Art Direction, Liberal Arts and Sciences: History of Advertising, Marketing, Principles of Visual Communications, History, Humanities and Science.
Number of students 1400 total enrollment. (102 Advertising Majors).
Philosophy The highest standards of craftsmanship, disciplinary expertise and technological skill continue as an important cornerstone of Art Center's educational philosophy. While continuing to provide national and international interning experience, Art Center's key components of the degree programs include a special emphasis on linking studio coursework with skill-building courses and highly relevant liberal arts and sciences courses in writing, literature, philosophy, critical thinking , ethnography history and science which directly relate to the interest and needs of future artists and designers.
How has the school and its courses adapted to meet the changing needs of the industry? Transdisciplinary studios, many of which are corporately sponsored, bring together students from at least three majors to tackle projects that require a cross-fertilization of ideas and approaches. These studios, which resemble the working environments students will enter upon graduation, become collaborative laboratories for experimentation and innovation.
Placement rate 100% (5 years out).
Alumni honor roll Gary Goldsmith,Lowe Worldwide; Rick Boyko,Ogilvy, New York; Tracy Wong,WongDoody; Hal Curtis,Wieden+Kennedy; Tiffany Kosel,Crispin Porter + Bogusky; Robert Gaxiloa,Foote Cone & Belding (Singapore); Karin Onsager,Goodby Silverstein & Partners; Glen Dady,The Richards Group; Arty Tan, Ground Zero.
Texas Creative/The University of Texas at Austin, Austin
Founded The Department of Advertising 1974 in the college of communication (though advertising has been taught in business or journalism since 1914). The creative program within the department is named Texas Creative and began in 1978 under the guidance of professor Isabella Cunningham and creative guru Leonard Ruben.
Programs offered The department offers specialties in the areas of Creative, Media, Brand Planning and Social Responsibility. Published research, new courses, and seminars grow from each area. The Public Relations Program is also part of Advertising; it has a separate curriculum plus some integration with advertising courses.
Degree/Diploma offered Bachelors in Advertising, Master's in Advertising, Ph.D in Advertising. Texas Creative students are usually undergrads or Master's students with an emphasis in creative.
Curriculum Texas Creative core courses: Intro to Creativity, Creative Strategies, Creativity & American Culture, Account Planning, Advanced Account Planning, Portfolio i, Portfolio ii, Portfolio iii, Portfolio iv, Art Director's Seminar, Writing, Agency Creative Workshop, Creative Lecture Series, Brand Building & Team Building, Special Projects, Media Planning, Research, Statistics, Campaigns, Management, and an assortment of classes from liberal arts and business.
Number of students 700 undergraduates, 190 Master's, 28 PhD students of these about 150 are Texas Creative students
Overview of the school's approach/philosophy and notable aspects Texas Creative is about strong conceptual thinking and creative theory connected to strategy. This philosophy begins in the landmark courses required of all students in the program and then grown in portfolio courses. Important to this philosophy are these key components of our program. Strong strategy grows from understanding advertising principles, cultural perspective, and creative process. Creative students take media, research, and management. We want them to have 360-degree brains. The transition from skill-building to mastery happens over time. The 18-month journey of Texas Creative students gives them time to grow. While brilliant creative and strategy are important, Texas Creative faculty also believe discussions of social responsibility & ethics should take place continually throughout the program. Peer mentoring and shared learning are vital to learning how to think and execute in this domain. The shared spaces and shared lives of creative students becomes key for growing performance skills to a mastery level. Internships and study abroad opportunities grow experience and vision. It is the mix of theory and practice, writer and art director, strategy and execution, technology and humanity, ethics and innovation, professor and student that enables Texas Creative able to produce creative students unlike any other university or professional program. The end result: each student earns a degree of authority offered by a world-class institution that prepares our graduate for a career, not just a first job.
How has the school and its courses adapted to meet the changing needs of the industry? 1. Critiques and assessment of work throughout each semester by industry leaders. Portfolio reviews at each learning level happen in December and May. 2. A network of friends and Texas Creative family who monitor, assess, poke, prod, review, and grow the work and curriculum. 3. Innovative curriculum and faculty: first courses in one-to-one interactive media in the county, first graduate classes studying at advertising creative process, strong media research & planning program 4. High profile corporations (Nokia, Apple, for example) and agencies (DDB, The Richards Group, GSD&M as examples) often contact Texas Creative for student participation in special projects, offering creative students real-world opportunities even before they've entered the real world. In many cases, these opportunities are transformed into classes that reproduce the agency environment. 5.Texas Creative provides dedicated creative space to its students, which includes studio and seminar space filled with industry-grade (and sometimes prototype) computers and digital production equipment.
Placement rate We don't have exact figures. In the past year, over 75% of our Texas Creative grads have landed at agencies, nonprofit organizations, or media suppliers within 6 months of graduation. Many freelance for the first year.
Alumni honor roll Great alums from all Texas programs. So many from Texas Creative we can't count.
David Baldwin, executive creative director, McKinney & Silver; Tim Roper, creative director, Crispin Porter + Bogusky; Rachel Howald, creative director, Y&R/N.Y.; Greg Bell, founder, Venables & Bell; Kris Wixom and Alisa Sengel, partners, Goodby Silverstein & Partners; Dallas Itzen, creative director, Chiat/Day/N.Y.; Lisa Bennett, executive creative director, DDB/San Francisco; Jesus Ramirez, executive creative director, Cartel Creativo/San Antonio; Doug Pedersen, art director, Loeffler Ketchum Mountjoy; Peter Rosch, copywriter, BBH/ N.Y.; William Gelner, creative director, BBH/N.Y.
Wieden+Kennedy 12, Portland
Founded April 1, 2004
Programs offered W+K 12 is an experiment disguised as an advertising school housed in Wieden+Kennedy's Portland headquarters. W+K 12 is a non-traditional advertising program. While the school hosts visiting instructors and advertising professionals, there is not a formal curriculum. W+K 12 currently has six active clients, and leads all account management, account planning, design, art direction, copywriting and creative direction for accounts.
Number of students W+K 12 is comprised of 12 writers, art directors and strategic thinkers, who were selected in March 2004 from 2,500 applications.
Advisory council The Council provides individual mentorship to students, and consultation and direction on W+K 12's professional work. Alberto Ponte, copywriter; Dan Wieden, executive director; Dave Luhr, COO; Derek Barnes, copywriter; Hal Curtis, creative director; James Selman, art director; Jeff Williams, art director; Matt Stein, art director; Ken Smith, account executive; Mike Byrne, creative director; Mira Kaddoura, art director; Trish Adams, account director.
Overview of the school's approach/philosophy and notable aspects W+K 12 is a school. The students work on self-designed, self-guided projects under an advisor. Twenty-four finalists were selected in February 2004 from about 2,500 applicants for year one of W+K 12. The candidates were selected based on their demonstrated ability to think, write and design and how well they told their story. The final 12 students were selected based on personal interviews. W+K 12 is also an agency. The 12 designers, writers and strategic thinkers collaborate on client projects under the guidance of a creative director. W+K 12, supported by the resources of Wieden+Kennedy, is responsible for providing all agency services for its own clients. W+K 12 is an experiment. W+K 12 will discover new and better ways to create together. We will serve as a laboratory for the advertising industry's best practices and newest thinking. We will help figure out what's next. W+K 12 operates in the long tradition of collaborative education, from the Bauhaus to Cranbrook to Taliesin. This professional experience provides the foundation for personal, experimental projects and theoretical development. The theoretical work informs and enriches the professional work.
W+K 12 ideas
1. Be here now. 2. Everything is an offer. 3. You can make a jellybean taste like popcorn. 4. Creativity comes out both ends. 5. Find people who make you better. 6. Don't act big. 7. Solve problems with ideas. 8. What is a brand? A good story. 9. Don't say it. Be it. 10. Advertising is a weapon. Careful where you point it. 11. Ask a lot of questions. 12. The work comes first. 13. Don't work this weekend.