Free online resources, in-house agency incubators and the industry’s prioritization of fresh pipelines and heightened diversity have all led to the demise of ad schools. Ogilvy now offers an internal program for Black public high school students in Chicago, which features a free virtual education series followed by paid experience.
James Kinney, global chief people officer at Media.Monks, said portfolio schools can add value by allowing students to hone their craft and create real campaigns.
I said to myself, ‘I’m going to get a job, and this will be worth the money for me.’
Brittany Theo, former CPS student
“We need the non-portfolio school people, we need the state school people, and you need some Ivy League,” said Kinney, who added that Media.Monks does not require candidates to have college degrees. “To make the best work, you need that cognitive mix. That’s one of the broadest definitions of diversity.”
A new way to learn
Sarah Latz and Francesca Piancone, two former CPS instructors, started Book180 in the fall as a more affordable alternative to the portfolio school market. Other organizations are challenging the portfolio school model, too. One School, a free 16-week portfolio school, is built for Black creatives. The Workshop is a free mentorship program for those looking to pivot into advertising after leaving another industry.
Brittany Theo, a former student who was enrolled at CPS until its closure, was told by friends that “no one would even look at (her)” if she didn’t go to portfolio school. “I said to myself, ‘I’m going to get a job, and this will be worth the money for me.”
A new generation of agency executives is trying to dispel that myth, including Geoffrey Goldberg, co-founder and CCO of Movers+Shakers. He said his agency looks for talent with “creative skills that are relevant today, not those who have been trained by masters of yesterday.”
For Chaffin, the school’s downfall speaks to the need for mentorship across an industry that is notoriously challenging to break into.
“It is of paramount importance for people who are already in the industry to take on mentees and help out where they can,” she said, adding this advice to agency leaders: “If you see a message in your inbox, answer it. If you put on your blinders, our mix of talent is going to be pretty dismal.”
