“The agency of the future will be in constant flux. My generation was content with finding ideas. The next will not only continue doing so but will also have to imagine the channels that come with these ideas. It will be an Internet generation, for whom ideas and media are one and the same thing. It will seek inspiration from an immersion in the media and a better understanding of channels. The means will determine the end. Channels will generate ideas.”

Jean-Marie Dru, President of TBWA/Worldwide
(extract from an interview published in PUB magazine)

C.A.D. is launching a
‘MASTER of ART' in ADVERTISING.

This Master will last two years.
Start of the next session: October '08.
End-of-year exams: June '10.

To open up new professional opportunities

• The so-called Bologna process aims to harmonise higher education across Europe by '10 so as to give students access to more competitive and more attractive courses in an increasingly global context - and make them more willing to travel.
• The Master of Art in Advertising enables them to face up to the growing demands of the advertising world, and helps reduce the gap between the academic and professional worlds.

Tailored training

• The Master of Art offers contacts and a professional experience in the world of advertising: it is an opportunity for students to work with various Belgian and international agencies, acquire an up-to-date knowledge of new media, assemble an impressive portfolio and make real contacts in the world of advertising agencies.
  

CAD is the only school in Belgium and France to offer an English/American-style education

• Inspired by similar schools in Britain and the US, education at CAD is essentially practice-based. For three years, students are trained by leading professionals who are all active in their fields. They also come into contact with the best agencies and work in internships throughout their studies.
• CAD has thus been regarded for many years as one of Europe's best design schools. Many leading designers, in Belgium and abroad, have studied and/or are teaching there.

CAD is an essential intermediary between the academic and professional worlds

• Designers who work in agencies are not subject to any regulation. Still, hoping to become famous by dint of hard work, willpower and luck only is no longer a viable option.
• Agencies demand fast results. Being talented no longer boils down to having ideas. One must also master the tricks and techniques to give them shape. It is essential, after three years of solid education, to spend some extra time learning on the job. Two years of extra practical training, in contact with professionals and an active network, will help talented students fulfill their potential and become part of an advertising elite.
  

• Candidates must hold a ‘Bachelor of Art' in advertising, visual communication or graphic design. Although some will be CAD graduates, the Master will also be open to students from other schools in Belgium (north and south) and the rest of Europe who have completed their first degree.
• Candidates will be selected on their portfolios by a jury of well-known professionals. An interview will also help to further assess their abilities, competence and motivation.
  

• Students also have their own personal coaches who support them during their internships. Day-to-day work in agency can indeed prove confusing for interns who are often left alone to figure out customer relations and the various tasks involved in the life of an agency.

• Students have access to the school's extensive network of contacts with Belgian and foreign agencies while applying for internships.
  

• The two-year Master alternates 14 months of “coached” internship with five months of training at CAD.
• Students are required to set up and regularly update a blog during their Master course.
• As part of their end-of-year exams, students submit a dissertation as well as a number of projects.
  

HOW?

• Internships undertaken by BA and MA students at CAD have to be approved by the principal. At the end of each internship, a detailed report is submitted to the MA supervisor.
• Students undertaking an internship are closely supervised by a personal coach. This gives them the tools and know-how to make the most of their agency experience, understand customers and their own relationship to others, overcome difficulties, etc.

WHEN?

Internships last 14 months in total and fall into three phases:

Phase no 1: six months of internships in Belgium or abroad, from November '08 to April '09.
Each student is assigned a “coach” and meets him/her at least twice a month at CAD, at the coach's agency or by email and telephone if the internship takes place abroad. The coach keeps close track of the student's progress via the agency's creative director.

Phase no 2: three months. CAD students are by no means limited to Belgium. While studying for an MA at CAD, they are required, in the spirit of Erasmus exchanges, to undertake an internship of at least three months between July and the end of October '09.

Phase no 3: five months of internships of the student's choice, in Belgium or abroad, between January and the end of May '10. Students, once again, are supervised by a “coach” (at CAD, at the agency or by email and telephone if the internship takes place abroad).

These pre-set phases help students better approach each internship since its exact duration is known from the outset. They have nothing to lose, and the fact that (unlike with internships carried out after the BA) they have no plans of being hired after so many months, has a liberating effect and boosts their creativity.

HOW?
The teaching is essentially practice-based and modelled on similar schools in Britain and the US. Instructors are high-level professionals active in the world of advertising. A series of lectures and workshops by prestigious speakers will also be organised.

WHEN?
Courses last five months in total. They fall into three phases:

Phase no 1: one month at the start of the academic year, in October '08:
- Art direction and/or writing, copywriting of adverts and campaigns completed by the students over the first three years (portfolio improvement).
- Introduction to viral marketing.
- Various courses on the evolution of communication and the media: facts and perspective.

Phase no 2: two months: May and June ‘09
- Work on the portfolio
- Art direction
- Copywriting
- Creation and recording of radio ads
- Audiovisual media: television, cinema
- Camera facing presentation
- Media evolution: Internet, in-shop advertising, events, direct marketing, classic media...
- Brand activation
- One-to-one marketing
- Viral and buzz marketing.

Exams: end of June ‘09
The student submits to the jury a detailed and documented account of the work accomplished during the first year of the Master.

Phase no 3: two months: November to December ‘09
- Launching of the final dissertation
Subject: personal impression of the evolution of communication, advertising agencies and the designing profession.
- Work on the portfolio and the personal website
- Art direction
- Copywriting
- Brand activation
- One to one marketing
- Viral and buzz marketing
- Beginning of May: submission of dissertation, which will be sent to future examiners
- Preparation of final exams

Final exams: beginning of June '10: students will be asked to submit a series of works, a dissertation, a blog and a detailed account of their evolution during the Master course.

The idea is to invite as many design directors as possible to the exam. Exams might also be broadcast live on the CAD's website.

CAD is able to offer such an exceptional Master programme thanks to many famous advertising professionals.

SPECIAL CONTACTS FOR INTERNSHIPS IN AGENCIES

CAD is already working with Belgian and foreign agencies. A list of creative directors happy to take on selected students is printed below.

In Belgium:

AIR:
Eric Hollander, Director and Creative Director (CD)

DRAFT FCB:
Koen Demaré, CD

DUVAL GUILLAUME:
Katrien Bottez, CD

Peter Ampe, CD

EURO RSCG:
Jean-Luc Soille, CD

LEO BURNETT:
Jean-Paul Lefebvre, CD

MORTIERBRIGADE:
Jens Mortier, Director and CD

SENDROWICZ & PARTNERS:
Anouk Sendrowicz, Director and CD

TBWA:
François Daubresse, CD

TROY:
Antoine Wellens, Director and Creative Director

VVL-BBDO:
Jan Dejonghe and Jan Baert, CD

Vincent De Roose, copy

Abroad:

TBWA/Paris:
Erik Vervroegen, CD

PUBLICIS Montreal:
Michel Mergaerts, CD

SAATCHI London:
Philippe Fas, AD

Mc CANN Francfort:
Jean-Luc Walraff, CD

CAD is currently in contact with other agencies in order to broaden its network of friends.

POTENTIAL COACHES ARE:

François Daubresse
Michel Delauw
Eric Hollander
Georges Lafleur
Sophie Norman
Geneviève Pochet
André Rysman
Jean-Luc Walraff
Antoine Wellens

The fees for the Master of Art in Advertising amount to EUR 3000 the first year and EUR 1500 the second year + EUR 300 each year for the registration fee.

The Selection on dossier and interview is done on appointment.

Interested candidates are invited to contact the CAD principal by email as soon as possible:
eric.maquet@cad.be.