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Draft:School for Commercial Communication

The School for Commercial Communication (SCC) was a training course in Amsterdam for art directors and copywriters. It was a two-year international postgraduate course at master’s level from 1995 to 2005.

History

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In England, in London, John Gillard developed his own training course for potential art directors and copywriters. The School of Communication Arts (SCA) operated from 1985 to 1995 under the tenet that the ‘creative idea’ was central to the course. This new way of teaching students by John Gillard was at once seen to innovative and was widely respected.[1]

School for Commercial Communication

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Subsequently, the School for Commercial Communication (SCC) course was launched in Amsterdam in 1995. Set up by Marien de Goffau and John Gillard. The 'creative idea' was still the primary goal of the teaching, but now developing creative ideas into a strategic structure that could be applied internationally. SCC operated from 1995 to 2005.[2]

Duration of the training

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The SCC training lasted two years. The first year was an intensive training during which producing the creative idea continued to develop. The second year was an internship year.

Collaboration

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In addition to the collaboration with advertising agencies and their clients, SCC also collaborated with other courses, such as Buckinghamshire Chilterns University College in England and Accademia di Comunicazione in Italy.[3]

There was a brief collaboration in the Netherlands with SWOCC and the University of Amsterdam (2004/2005), but this did not follow up. SCC stopped as a course in 2005.[4]

Awards and nominations

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The students, always in teams art and copy, regularly won national and international prizes, including SJP, ADCN, D&AD.[5] [6]

Teachers and guest lecturers

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The permanent and regular teachers over the years were: Marien de Goffau, Jerry Sjardin, Henk Haselaar, Birgit Bush, Pim Schregel, Hans Luijcx, Dave Morris, Paul Falla, Joris de Bie, Bas Strunk (a first year student in 1995, and deputy director SCC in 2005).

There were also many international guest teachers every year.[7]

References

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  1. ^ [1]Adformatie - 31 oktober 2000 John Gillard
  2. ^ [2]PZC - Presentatie (SCC) School for Commercial Communication, 14 maart 1998, pagina 31 'Commercial is meer dan goed idee'
  3. ^ [3]Adformatie - Alliantie met Milaanse academie, 31 maart 2005
  4. ^ [4]PZC - Presentatie (SCC) School for Commercial Communication, 14 maart 1998, pagina 31 'way of thinking'
  5. ^ [5]Adformatie - Eervolle vermeldingen SJP/VEA, 19 maart 2002
  6. ^ [6]Adformatie - Eervolle vermeldingen Actie Jong Talent, 1 juni 2005
  7. ^ [7]PZC - Presentatie (SCC) School for Commercial Communication, 14 maart 1998, pagina 31 'guest lecturers'
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Leeuwarder Courant - 07-03-1998, pagina 61 [8]

Collaboration SWOCC and SCC [9]

Collaboration UvA/HvA and SCC [10]

Further reading

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  • Substantive report of the training: Adformatie, 2 december 1999. Annemiek van Grondel. 'Tweejarige School voor Commerciële Communicatie streeft naar profteams - Concept onder hoogspanning'
  • Practical assignments and implementation: NieuwsTribune, 3 mei 2001. Peter van Woensel Kooy. 'SCC maakt commercials tegen alcohol in het verkeer - Impact zonder bloed'
  • International training and intercultural cooperation: NieuwsTribune, 4 april 2002. Peter van Woensel Kooy. 'Studenten School voor Commerciële Communicatie op Zweedse toer - Juniortalent ontdekt retailkansen Ikea'
  • Historical and substantive report of the 10th anniversary: Adformatie, Het Hart, pagina 29, 8 september 2005. 'School voor Commerciële Communicatie [Historisch en inhoudelijk verslag na 10 jaar]'
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