Ad gun sets sight on Ad school. Creative director goes back to school.

By: The International College of Creative Arts  24-Nov-2005
Keywords: Arts Colleges, Advertising Colleges

Derek Craig, a prominent Melbourne Advertising Creative Director, has joined ICPP International College Of Creative Arts to head up their newly established Advertising College, currently offering a two-year business diploma in advertising creative at both Melbourne and Sydney campuses. ICPP (International College of Professional Photography) already has an excellent reputation and pedigree, having successfully produced top notch, highly credentialed professional photographers and multimedia specialist for over 15 years. Mr Jason Gautreaux, Managing Director of the college, says Im very excited that Derek has come on board at this time, as the new division of the school promises an excellent opportunity for students hoping to enter the burgeoning communications industry to gain an excellent foundation and understanding of the business as it operates right now. This is the creative edge the college believes it can offer in the current communications climate. A course designed around practicing advertising professionals who teach relevant, meaningful principles in tune with the challenges the industry currently faces. Derek Craig agrees, Time is the new gold and agencies simply dont have the time to train and mentor as they once were able to. The business has come down to fees and head hours and clients quite rightly expect that time dedicated to them. While this is happening we still constantly need a reservoir of new talent coming in to keep the creative relevant and hot. I have a genuine love affair with this business and feel I can best use my skills to prepare others for the demands the business now puts on creatives. Im no missionary or advertising evangelist, just pretty realistic about what has happened to communications. Advertising is no longer about features, benefits or even brand building, its about connecting with people, understanding basic insights and understanding intimately what is happening to the world. Creative sells and we simply dont have enough of it. As Peter Sheahan says in his book Generation Y The number one character trait employers are looking for in graduates is creativity. One simply needs to look at Australias performance at this years Cannes Lions awards, the industrys international yardstick for creativity, for confirmation of our desperate lack of it. It wasnt our best year by any means. On another note, its said that many ageing ad people head back to school at the end of their careers. On this, Derek adamantly adds, I dont see myself as quite washed up yet. To the contrary I will remain very much in the industry. I am going to continue doing projects with my previous employer. I will also apply here everything Ive learned there. I am going to remain intimately involved and loyal to industry bodies like AWARD, MADC and AGDA and will encourage all our students to participate in them. Im also keen to keep up my relationship with agencies and my industry peers. I see this as simply another exciting phase in my own learning. I will also be consulting and undertaking an exciting new social awareness and charity project to create great pieces of communication for pro bona clients and services, this will be a training outlet for our students too. Also, I see it as a bonus that some of us do end up back at school, because its bloody important for creative continuity. Im also stimulated and excited by the ideas Im seeing from the students Im already working with. They are media savvy, and fluently understand all the many media options available to us that we so loosely and conveniently catalogue together under the title ambient. The school (ICPP) is a great opportunity to promote and build our changing business. Derek has a over 20 years experience as a Creative Director, having practiced in South Africa, the United States, and locally in Melbourne, Australia. He has also won of over 150 advertising awards both locally and internationally and has worked at Leo Burnett, kwp! and most recently, Emerging Agency of the Year, SEE, here in Melbourne. Derek has previously mentored and lectured at AWARD School, Award Copy school and served for two years as president of the Melbourne Advertising and Design Club (MADC).

Keywords: Advertising Colleges, Arts Colleges,

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