Though new entrants to the work force had grown up with computers, “the big illusion is just because they know how to play on the audience side, they know how to play on the stage,” Mr. Slayden said, especially in areas that combined creative approaches and technology. “They weren’t getting what they needed to grow and develop,” Mr. He began asking ad agencies what they needed in new hires, and agencies like Exopolis, Crispin Porter & Bogusky, and Goodby, Silverstein & Partners had a near-unanimous response. ![]() Many other graduate programs “were built on a platform of creative based on Bill Bernbach,” he said, referring to the founder of the agency DDB who paired copywriters with art directors and had the teams churn out portfolios of creative concepts. ![]() ![]() When he thought about creating a graduate program, though, he wanted to take a technology-focused approach. The university had had a strong undergraduate program in advertising, and it is one of the top majors, said David Slayden, executive director of Boulder Digital Works.
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