M&C Saatchi London and University of Greenwich co-create new degree in creative advertising

Photo credit: Lia Gil De Matos

M&C Saatchi London has collaborated with the University of Greenwich to co-create a new creative advertising degree, Creative Advertising and Art Direction, as part of its ongoing relationship with the institution.

The creative agency is already working with the University of Greenwich on its groundbreaking Carbon Academy initiative, which is now entering its third year. The program allows young women from inner-city schools to participate in a six-month creative mentorship program, organized by M&C Saatchi.

Since the launch of Carbon Academy, 105 students have participated in creative workshops or work experience, and 25 have been mentored (including this year’s cohort of nine). Lia Gil De Matos, a Carbon 2019 graduate and recent graduate in photography, has been hired to take photos of the new cohort at Saatchi Gallery.

Following the success of Carbon Academy and as part of its ongoing mission to create meaningful change, M&C Saatchi has worked closely with the University of Greenwich to develop the new Creative Advertising and Art Direction degree, which will start in September 2022.

The interdisciplinary degree aims to develop graduates with a skill set appropriate and adaptable for any creative advertising or communications environment, allowing participants to specialize in art direction, copywriting, moving image, experience, digital content and a variety of other types of visual and written brand communication. The degree offers a combination of experiential, active, studio-based activities, as well as research and reflection.

M&C Saatchi and the University of Greenwich have placed changing industry needs at the center of the course, also consulting with a number of other agencies, practitioners, community groups and academic networks to design modules such as Visual Thinking, Consumer Culture , Side Hustle, Creative Communications, Brand Storytelling and Creating a Brand World.

The degree has a strong focus on vocational training, with M&C Saatchi offering students the opportunity to train at M&C Saatchi in their second year as part of an Ideas Lab module. By spending time at the agency, attendees will work on live projects, learn about life in the industry, and benefit from mentorship sessions with some of its creatives, including creative director Ben Golik.

In their third and final year, students will participate in Black Book, an opportunity to learn about working with industry partners such as directors, production houses and illustrators.

The program is based on the knowledge that diversity within a team brings creative strength and recognizes that advertising creative departments need more diverse representation in terms of gender, ethnicity, sexuality, class , age and disability.

The University of Greenwich has a tradition of supporting diversity. Last year, 57% of its full-time population identified as female and 56% of students came from black, Asian and minority ethnic backgrounds.

Ben Golik, Creative Director, M&C Saatchi London, said: “After three fantastic years of Carbon Academy, we are delighted to continue to develop our collaboration with the University of Greenwich with the creation of this new course.

“I thought back to what I hadn’t been taught and I really wish I had known. This has led to the new Black Book module, which helps creative students understand how to collaborate with composers, animators, coders, and all the other artisans who help bring ideas to life.

“I look forward to meeting the next generation of creative superstars as they embark on this journey.”

Miriam Sorrentino, Program Manager, University of Greenwich, added: “Carbon Academy was a great opportunity for Ben and I to work together, share an understanding and a philosophical approach. Co-designing a degree with diversity, creativity and industry at heart was a natural evolution of this collaborative process. .

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