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IHAVEANIDEA.ORG > ask jancy >  Copywriting vs. Brand Management: which will allow me the most sustained career?

Copywriting vs. Brand Management: which will allow me the most sustained career?


Dear Jancy,
I am currently looking into ad schools, specifically VCU, MAS, and Texas creative. I am not doubting the need to go to ad school simply because I have no background in design or communications at all (a bachelors of science in biology actually).
I’ve graduated for almost two years now and have been unemployed for most of it so I spent most of my time writing. I wrote two unpublished novels and a handful of short stories. Even though I love reading and writing, I don’t think I am cut out for it.
But i stumbled upon copywriting as a career simply because I had an idea for a slogan one night for Heineken. And everything spiraled out of control from there.
Out of the three schools that I am considering, I am most interested in VCU Brandcenter, and out of the programs that they offer: I am interested in both copywriting and brand management. I now have no idea what to do…. and would like some guidance on this decision.
Since I was unemployed for a long time, the importance of employment and having a busy life ranks high in my books. Simply said, which of these areas of study would allow me a more sustained career? (assuming that i’m sufficient at both)

intro Copywriting vs. Brand Management: which will allow me the most sustained career?We’re big fans of VCU Brandcenter. As you consider either copywriting or brand management, it’s the difference between doing the creative product (copywriting) and championing the creative product (brand management). That’s a big difference. Like, left brain vs right brain different. We wouldn’t suggest writing a slogan is real proof copywriting would make you happiest or that you’d be good at it. It takes tremendous passion and commitment to make it as a writer, in any field. Talent at it is a prerequisite, but it’s just the starting point. Brand management can be a rewarding career as well, but it’s more grounded in strategic thinking.

You can’t have a “sustained career” in either without excellence and passion. So it’s important to get in touch with which, if either, you have real enthusiasm for. The people who stand out in either area tend to be real students of advertising, driven by a desire to be behind the kind of work that not only sells the client’s product, but leaves the target audience glad they encountered it. That’s a tiny fraction of what we all see every day.

Good luck in your journey. Get clear on what you really want, and go for it.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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