Posted June 22, 2012 by Bev Barker | 1 Comments
"The times they are a'changin'" - continued. My friend Polly, who moved to Richmond last year, alerted me to a story in the Richmond Times-Dispatch. "New director will take over the VCU Brandcenter in August." (VCU stands for Virginia Commonwealth University.)
Starting August 15, Helayne Spivak, the chief creative officer at Saatchi & Saatchi Wellness, New York City, will take over at the VCU Brandcenter, "one of the preeminent advertising programs in the country." Spivak's story and credentials are impressive.
But my focus was to find out more about the program. "VCU Brandcenter offers a two-year graduate program which provides an intensive, real-world education for future advertising leaders." There are five Masters degrees offered: Art Direction, Copywriting, Communications Strategy, Creative Brand Management and Creative Technology.
The so-called Copywriting Curriculum is a far cry from the days of mass marketing. Offerings that reflect today's fast-changing technology and social media include "Visual Storytelling, Creative Fusion, Professional Possibilities and Individuation." It's not just "Can you write?" to become a copywriter. We have to learn something new every day.
P.S. Spivak, who is a lifelong New Yorker, "will have to learn how to drive a car."