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by Karen Howe |
Would you hire a lawyer with half a law degree? Employ an accountant who’d been taught to add, but not subtract? Would you hire carpenter who only knew how to use a hammer?
Of course not, the idea is absurd.
So why do schools expect me to hire a graduate with half the education they need to function as a junior?
I’ve attended portfolio nights for many years. I also review student books constantly. I’m seeing epic erosion in the quality of education that advertising students are now receiving. Judging by the state of their books, most are not remotely prepared to walk into an entry-level agency position.
Students should be outraged. Tuition has skyrocketed, yet the quality of their education has plummeted.
It’s fixable. But colleges and students will have to roll up their sleeves.
Ad schools: please start with the basics. Teach your students how an agency is structured and how it makes money – it will help your students figure out how they get paid and how to stay employed. Teach them about the individual roles of those in an agency, so they can understand their own.
Provide your students with creative briefs; they’ll need to know how to work with one when they graduate. Include mandatory triggers like target group, media, benefit and support. A brief is the essential blueprint for everything we do in the real world, and students need to learn how to create ideas that are on strategy. This is non-negotiable. It baffles me to hear so many students tell me their teacher has never given them a brief to work on. In fact, some colleges tell students to make up their own briefs and create ads to it. I find myself wondering what those kids are paying tuition for.
Have your students present their work. Their success depends on being able to sell the ideas they create.
Students need to be taught basic design principles and how to break up space so there is a visual order of thought. Those who learn about photography, illustration and the use of colour are even more empowered.
Type is the voice of print, so teach them typography. Last year, one aspiring art director’s book had 16 pages of ads with headlines set in Helvetica. When queried, she revealed that typography was not taught at her school. Picking a font from a drop-down tool bar is not “typography”. Master the selection of the right font, employ thoughtful kerning and leading and they’ll create an ad that soars above the rest – and a message that will find its mark.
Your students need to understand media. Man does not live by ambient alone, yet I see books jammed with ambient ideas.
The rare time I do see a transit shelter idea, it has enough copy to rival War and Peace. Kids need to know that 90% of a TSA’s audience is zooming by at 80 KPH, not thoughtfully perusing their missive.
Students should be taught why a billboard is a fundamentally unique creative challenge. It is a harsh mistress. But if you can hone your idea to nine words or less, you are head and shoulders above other job-seeking candidates.
Digital is key, but it doesn’t operate in a vacuum. Teach students how to create ideas for television and radio – both are still flourishing despite the dark mutterings of alleged pundits.
Those of you who tell your students that creative directors don’t want to read copy are wrong. Beyond penning a headline, we need to know if a writer can string coherent paragraphs together. Illiteracy runs rampant these days. Long before a junior writer gets near a TV spot, they’ll be writing radio. Radio remains one of the most compelling ways to communicate a message. As a teacher, you’d be wise to teach it. As a student, you’d be wise to master it. Your pay cheque will thank you.
Speaking of students, if you desire a career in the ad business, be a passionate student of the business itself. Devour the work of your predecessors and reap the rewards: an incredible depth of knowledge, plus it will prevent you from filling your book with ideas that were done before.
As a student, the most important homework you do is before you go to a college or university.
Make sure your school covers these subjects. If it doesn’t, vote with your wallet – don’t go there. Schools are hungry for tuition. If it doesn’t offer what you need, spend your money elsewhere.
Some schools think this can all be taught in a couple of years. They’re wrong. They do agencies and ad students alike a disservice.
Take the time to find a school where the teachers are well-regarded, tuned-in professionals who will teach you all of the skills you need to build your career – not just half.
Karen Howe is senior vice president, creative director of Due North Communications in Toronto.
CB
July 20, 2010 01:09 PM
I hope this article as well as any responses that it may garner may land directly on the desks of all program coordinators. As a recent graduate I have seen many of my peers fall victim of poor education. It seems to me that it is the students who go above and beyond the day-to-day lessons that are the ones who find their ways into the business. Typography and other skills shouldn't be learned online when you're already paying for tuition. Many students work very hard in school and have their efforts go in vain because of poor collegiate guidance. Professors are the people that should be telling you a particular skill set isn't up to snuff - not a CD at Portfolio Night or an interview. In school students are told to not only pick a random packaged good to do an ad for but to also write a brief for it. While in the work place you are given a product and brief. The challenge many of my peers had is they spent more time trying to pick the perfect product for their book than time spent on the project itself.
Another similar problem that I’ve ran into is that when students finally are given briefs it is either for a client that the last 8 semesters of students have already worked on. This turns into repetition of the same client from a certain school at portfolio night. The clients themselves are also generally not all that unique. Who wants to have a hot sauce ad in your book as a student? I encourage all students and teachers to find new unique ways to prepare students. If the teacher’s argument is that they want each student to understand the strategy that is involved with writing a brief, allow them to write it, but then pass it off to another student to solve creatively. Many people don’t know this, for some reason or another, but the Bauhaus was a school and it changed the way we think and design today. Find a way for the things your students do to become more than just another project.
In closing I've been a long believer of a motto of mine - "it's not the school, it's the individual." I fully feel that it is the student’s job to push their work as far as possible. So it doesn’t matter what school you go to but the effort you yourself put in. But it would be nice for a change to see the school push as well.
Shivani Sharma
July 20, 2010 03:56 PM
Can I respectfully disagree? In my experience as a graduate from Seneca College in Toronto, I was so fully prepared to work, that after getting into a huge agency like Cruspin Porter + Bogusky, I didn't miss a single beat, before being completely swallowed by work. I'm certain that I don't know everything, and knew even less when I started. However, my education did give me enough confidence, that I had a good work ethic, decent skills and the ability to deliver what was asked of me. I think schools need to strike a balance between creative cultivation and simulating the real world. Seneca did that for me. No school is perfect, but some do give you enough that you can learn the rest.
Bradley Sheldon
July 20, 2010 04:19 PM
Every category of complaint here is taught at Seneca@York and a few that that have been missed - social media, trend tracking, integrated media.
This industry is about taking risks, about fresh voice and new ideas.
Seems to me that more agencies should get involved in the process (the legal offices you mentioned are highly involved in education).
In fact there was a time when our industry took insane risks. I think you did something brave and produced a really short milk commercials.
Let's take some risks as an industry and invest our time and talent back-in too education rather then simply complaining.
All the best,
Bradley
Wayne Aubert, Program Coordinator, Advertising at
July 20, 2010 05:56 PM
I think that Ms. Howe brings some strong points to her article about what is needed from our college Advertising programs. I don't disagree with any of her suggestions of what is needed in a program that graduates out our future juniors in account service, media planning and buying, art direction, copywriting, production, and other related careers in non-agency world. Perhaps though it is a generalization that current grads are not coming out with these skills. Or perhaps she's not seeing grads from Advertising programs that focus on creative studies. Two and three year Advertising programs all share the same learning outcomes as set out by the Ministry of Training Colleges and Universities. How each College executes these learning outcomes or standards, is where the differences may lie.
For example, the Advertising program at Mohawk College is a three year program, but we focus our First year on the full gamut of learning outcomes from MTCU. Then, in second and third years, students choose to focus studies in Creative or Business.
Prospective students should indeed check out the program...look to see what types of courses are being offered. Ask to see some grad profiles and portfolios. Have students from the program entered into award shows? Have they won any? Where are grads working? Are the faculty from industry? Are there real work experience opportunities such as a student ad agency or field placement built into the program?
To be self-serving, the Advertising program at Mohawk is proud to flaunt our grads...we feature over 70 on our webpage on a regular basis! This year we've won top honours at the CMAs, and have finalists in both ADCC and Applied Arts student competitions. We have a student-run ad agency that's been in operation for over 30 years, and have grads working at agencies such as Juniper Park, Ogilvy, Leo, Maclaren, BensimonByrne, Crispin Porter (Zig), Cossette, Grip, ...well you get the idea.
Prospective students? Take this article and ask the questions of the program coordinator where you are applying when you apply this Spring. He or she should be able to answer affirmative to all of these points. I know that I can!
Christopher Ospina
July 20, 2010 06:41 PM
I agree with Bradley and Shivani. Seneca is providing the knowledge and instilling the passion into its students in order for them to rock anything that's thrown at them. Karen brings up many valid points, all of which do not pertain to Seneca's Creative Advertising program.
Great article Karen
Joseph Dellostritto
July 20, 2010 11:23 PM
Being a student of Creative Advertising over at Seneca College in Toronto, I feel that it really does depend on the program and the teachers. Seneca I find did a really good job at preparing me for what lied ahead once I finished the program and got right into my internship, they taught the basics and the fundamentals extremely well.
I think the most important thing here is not just teaching, but a blend of teaching, guiding, and actually showing what the business will be like once students graduate. Seneca does this really well because it isn't just "professors" reading from a textbook or referring to how things used to be. The staff needs to be current and within the industry actively to actually be able to know what's changing and how to adapt to it. Otherwise the students are just learning information, not gaining experience. That's a key factor.
Great read Ms. Howe, a lot of good advice.
Donna McCarthy
July 21, 2010 10:22 AM
Remember when great copywriters were former cab drivers, pastry chefs and house painters? The problem is that we think schools are solutions. The only way to learn advertising is to do it. We need fewer schools and more agencies willing to take kids and put them to work. You shouldn't need a degree or diploma to do this. Either you can write and conceptualize or you can't. Start someone off in the mail room or reception and let them stay late and work on some briefs. Enough with courses and classes.
Heidi Ehlers
July 21, 2010 10:34 AM
I agree with a lot of what you've said Karen, but not all schools are missing the key parts of the curriculum you'd like included.
Be specific. Your article makes it sound like ALL schools are failing. Some are, some aren't. Some teachers are also better than others. It's important to make the distinction or you run the risk of scaring people away from going to ANY school, and our industry can't afford not to have new people joining it every year.
Students, as noted, before you sign up, do your homework. Ask around. Call advertising agencies, talk to the Creative Director, ask them where they believe the best graduates come from. Send a quick email. Get to the point, ask your question, and a CD will surely take the few moment required to answer.
@Donna, great insight. What happened to working your way up from the mailroom? Right on. With it, came a scrappiness and a willingness to earn your right to the corner office that we need more of in this business - regardless of seniority.
Bruno Salibian
July 21, 2010 10:38 AM
Sweat plus sacrifice equals success. - Charles O. Finley
No matter how good or bad the school is, success will always come from within.
Tom Ritchie - Mohawk Ad Student
July 21, 2010 10:40 AM
It is hard to argue against Karen's opinion when most of us are isolated to our own schools and slices of the industry. So, based on her arguments and from what she has experienced, one would have to see her point.
However, as a first year Mohawk Ad Student I took the initiative to find a full summer internship (4 months) with an Ad Agency. I was slightly concerned at first, wondering how I could ever offer up the skill set that a third year student would typically have entering into the industry. But after my first week I quickly realized that Mohawk had covered pretty much all the bases in my first year, and I was able to be less of a liability and more of an asset.
Here is what I have noticed; the ad industry is a quickly evolving organism and if we (including schools) do not find ways to adapt and flow with it, it will consume us. I have heard many Sr's in the industry say that because it is changing so rapidly even they are not sure what they are looking for in today's grad, but it is new and exciting.
To those that are considering a career in advertising, choose your education wisely. Some Colleges and Universities have a great reputation, but it may not necessarily be in your desired field of study. Get in to the school and interview people, both the students and the professors and don't stop there - call on some industry professionals, see who they are hiring, look at awards and see what schools are winning them, because if a school is winning awards you can bet they are doing something right.
Lastly, just to reiterate a point form a previous post, this industry has a lot to do wit the individual. You cannot generalize the entire graduating lot into one category. Much like the 80/20 Perato rule, you will always have a certain amount that are driven more than others. Those that reach high, take risks and get themselves recognized will do much better. And yes, your studies should go well beyond what you are taught in school, but if a person holds a true passion for the industry - that should come naturally.
Lyndsi
July 21, 2010 10:57 AM
As a recent grad of an advertising program, I thought I should leave my comments and feelings.
I think I can fully say that I was taught everything that was addressed in Karen's article. In fact, I still have all of it sitting at home in binders.
I agree with Wayne's comment in that students should check out each college's program as they all differ - some differ in a small way and others in a huge way. When researching post secondary programs, it is a very good idea to look into what the program offers - what sort of classes are being offered? Is the program kept general for everyone or are there different "streams" for students to choose and study with their own interest at heart? What are the general impressions from the open houses and the faculty that teach these programs? Is there a mandatory internship or are you simply "let go into the free world"? Does the school have any agency connections to help land an internship or job? What does the school/program offer that you want (or does it?)? I specifically chose a 3 year program with a madatory internship and with a general first year (at which I did not excel in any of the creative classes) and then chose to go to the business/media side of advertising. Don't just "settle" on a program because you were accepted.
I also do find that most of the learning is done "on the job" hency why I truly believe that internships are important. As much as the college that I came from did its best to apply "real world" situations, it's just not feesible. Everyone has different opinions and I think it is the role of the internship to shape and teach the student more about the job and the industry as to how it works.
The bottom line: every program and school is set up differently. Do your homework before deciding on the school and program - make sure it meets all of your criteria. If the school is too creative-focused and you want media, then don't choose the program. If the program is too general and you want something more specific, don't choose the program. It is up to you to set yourself up for your future.
Karen Howe
July 21, 2010 11:16 AM
I'm really glad this has generated so much discussion.
To reiterate: some schools ARE doing it right BUT many are not.
They differ wildly.
As an ad student, doing the homework to find the right school is really important.
Students pay a ton for tuition (ouch) and deserve a relevant education. It's out there. But they have to be picky.
Ryan Thomas
July 21, 2010 02:52 PM
Karen,
If my 3 year old education still stands, Due North put in a lot of time working with Seneca's Advertising Program. Something more agencies need to do to really make work real in this fast paced field.
This article also makes for an excellent case study in social media and engagement. Seems like it struck a cord with the wired and digitally able students at Seneca.
Len Olszewski
July 22, 2010 10:50 AM
I’ve hired a lot of people during my time in the business, reviewed portfolios and read resumes, so I appreciate where Karen is coming from. Some are outstanding, others aren’t. As educators, we try to foster talent when we find it; to mentor and nurture it. Sometimes we succeed; sometimes we don’t. Yet, while agreeing with some of the things Karen has mentioned, I can`t agree with the extremely wide brush she has used to paint the curriculum as below standard and, maybe inadvertently, leave the impression that advertising educators are lacking in the ability to turn out great talent. This could lead the reader, especially those who search for talent, with the impression that college students aren’t worthy of consideration when hiring is taking place. This message is not only misleading, but it hurts both employers and students. We do not expect anybody to hire students who are not prepared. The fact is that everyone in every industry always receives resumes that are from students whose preparedness to work is not satisfactory. That is why employers interview potential employees. Seeing a bad book, or even many bad books, doesn’t mean that every one of the over 500 students graduating from community colleges in Ontario each year are not prepared for the business. All students are not graduated equally. GPAs vary from student to student. There certainly are many students from community colleges who have enjoyed wonderful careers at senior levels in Canada and the US in not only creative but in other agency disciplines. By the same token, curriculum and teachers are not the only variables in the talent equation. Hard working students succeed and less committed student don’t. This notion is reflected in a number of comments posted by grads.
As Ryan Thomas has said, Due North has put a lot of time in working with Seneca college. I suggest that more creatives creatives take the time to engage the faculty who teach in advertising programs. I suggest that they take the time to visit the colleges and see what really goes on, and to present their points of view to the students. I suggest they take time to review portfolios when they are works in progress. Many do, but many don’t. This is particularly important with respect to colleges not in the Metro Toronto area. For example, I have taught in Windsor for 15 years now, and only one creative director from Toronto has agreed to come and speak to our students. Having creative directors work with our students is not abdicating our responsibility as educators. Teachers are responsible for creating an environment where learning can be achieved. Being exposed to professionals is a crucial part of this learning. As it takes a whole village to bring up a child, it also takes a creative community, in consort with faculty and students, to pull the best out of emerging talent. I would invite Karen to visit colleges inside and outside of the Metro Toronto area, and encourage her colleagues to do so as well.
Finally, I would like to point out that there is more to an advertising education than creative. Chances are that many creatives are working with or have worked with many community college graduates that they have high regard for; in media, in account services, in production, in web and interactive advertising, in sales promotion, in event planning, in PR. Some schools focus on the business side of advertising and some focus on the creative side of advertising. It is not a one size fits all education system.
I do hope this fosters dialogue and participation in the education of our graduates. All will benefit with a stronger relationship among all stakeholders.
Len Olszewski
President
Advertising Educators Association of Canada
Ryan Thomas
July 22, 2010 11:50 AM
I just came across a Gwaker article I think is relevant to the question:
Would you hire a lawyer with half a law degree?
"How come law degrees are becoming more worthless every day? Because new law school grads can't find jobs. Why can't they find jobs? Because bitter old coot lawyers are clinging onto their offices for dear life. A vicious legal circle!"
http://gawker.com/5593651/old-lawyers-are-taking-all-the-lawyer-jobs
Thank you Gawker!
Len Olszewski
July 22, 2010 02:28 PM
I’ve hired a lot of people during my time in the business, reviewed portfolios and read resumes, so I appreciate where Karen is coming from. Some are outstanding, others aren’t. As educators, we try to foster talent when we find it; to mentor and nurture it. Sometimes we succeed; sometimes we don’t. Yet, while agreeing with some of the things Karen has mentioned, I can`t agree with the extremely wide brush she has used to paint the curriculum as below standard and, maybe inadvertently, leave the impression that advertising educators are lacking in the ability to turn out great talent. This could lead the reader, especially those who search for talent, with the impression that college students aren’t worthy of consideration when hiring is taking place. This message is not only misleading, but it hurts both employers and students. We do not expect anybody to hire students who are not prepared. The fact is that everyone in every industry always receives resumes that are from students whose preparedness to work is not satisfactory. That is why employers interview potential employees. Seeing a bad book, or even many bad books, doesn’t mean that every one of the over 500 students graduating from community colleges in Ontario each year are not prepared for the business. All students are not graduated equally. GPAs vary from student to student. There certainly are many students from community colleges who have enjoyed wonderful careers at senior levels in Canada and the US in not only creative but in other agency disciplines. By the same token, curriculum and teachers are not the only variables in the talent equation. Hard working students succeed and less committed student don’t. This notion is reflected in a number of comments posted by grads.
As Ryan Thomas has said, Due North has put a lot of time in working with Seneca college. I suggest that more creatives creatives take the time to engage the faculty who teach in advertising programs. I suggest that they take the time to visit the colleges and see what really goes on, and to present their points of view to the students. I suggest they take time to review portfolios when they are works in progress. Many do, but many don’t. This is particularly important with respect to colleges not in the Metro Toronto area. For example, I have taught in Windsor for 15 years now, and only one creative director from Toronto has agreed to come and speak to our students. Having creative directors work with our students is not abdicating our responsibility as educators. Teachers are responsible for creating an environment where learning can be achieved. Being exposed to professionals is a crucial part of this learning. As it takes a whole village to bring up a child, it also takes a creative community, in consort with faculty and students, to pull the best out of emerging talent. I would invite Karen to visit colleges inside and outside of the Metro Toronto area, and encourage her colleagues to do so as well.
Finally, I would like to point out that there is more to an advertising education than creative. Chances are that many creatives are working with or have worked with many community college graduates that they have high regard for; in media, in account services, in production, in web and interactive advertising, in sales promotion, in event planning, in PR. Some schools focus on the business side of advertising and some focus on the creative side of advertising. It is not a one size fits all education system.
I do hope this fosters dialogue and participation in the education of our graduates. All will benefit with a stronger relationship among all stakeholders.
Len Olszewski
President
Advertising Educators Association of Canada
Andrea Ashby
July 23, 2010 03:31 PM
You said it, Donna.
My original plan was to start at the front desk of a place I respected, and go from there. Instead, I did the college thing.
And while I don't necessarily regret it, I have to say it wasn't very groundbreaking. A lot of the subject matter seemed like common sense.
Generally, if you're in this line of work, it's because you have what it takes (or at least the raw materials). Whether you're a chef, a 20 yr old, or a stay-at-home parent.
All other lessons will make themselves apparent on the job.
If there's one thing that I'm sick of, it's the fact that most agencies aren't willing to cultivate employees into the team they want. They expect top-level work to come to them without having any part in fostering it.
And THAT, in my opinion, it total bull.
Peter Shier
July 28, 2010 04:34 PM
I agree with what Karen is saying (...good job Gordie!) and Donna's comments are equally valid.
One of the best parts about this business is that if you apply some simple guidelines you'll be successful; work your a$$ off when you start, pay attention, nix the attitude, listen (no, I mean really listen), be nice, apply some common sense, realize it's not about you (you're selling stuff to consumers) and so on....
I started teaching last year and I could tell within 3 classes the difference between the kids who already 'got it', the ones who really wanted to learn the craft, and the floaters & fakers.
It's up to the schools to adapt and ensure that simply by getting into a school doesn't mean you'll be equipped to work in the industry after you graduate.
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