Draft:School for Commercial Communication

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Marien de Goffau. Managing director SCC 1995-2005.
Marien de Goffau. Managing director SCC 1995-2005.

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[edit]

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 absolutely central to the course. Thorough research was the start of all problems solving and formal training took place in all the related disciplines, but they were always only at the service of the creative idea, the concept. Lateral thinking formed a huge part of the creative process, in an attempt to produce ideas that had never been seen or done before. This was a new view in education and fulfilled the needs of advertising agencies at that time (especially in the USA and UK). This was a huge break with the old classic creative courses, including The Royal College of Art. [1]

School for Commercial Communication[edit]

Marien de Goffau and John Gillard (right) at SCC in Amsterdam, 1995.
Marien de Goffau and John Gillard (right) at SCC in Amsterdam, 1995.

Subsequently, the School for Commercial Communication (SCC) course was launched in Amsterdam under the leadership of Marien de Goffau. In Dutch: School voor Commerciële Communicatie. Marien de Goffau previously had a lot of contact with John Gillard and together they set up SCC in Amsterdam; Gillard also taught on the course. The previous training put in place by John Gillard now underwent further development over the next 10 years 1995 to 2005 in its new home in Amsterdam. The creative idea was still the primary goal of the teaching, but now the course showed students how to develop creative ideas into a strategic structure that could be applied internationally. SCC was an international course, that worked alongside advertising agencies that were increasingly looking to apply creative solutions that would work internationally, in all languages and across all cultures. There was intensive collaboration with small, but also with large international clients, where strategy and an international idea were always the main point of discussion.[2]

Duration of the training[edit]

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[edit]

In addition to the collaboration with advertising agencies and clients, SCC also collaborated with other courses, such as Buckinghamshire Chilterns University College in England and Accademia di Comunicazione in Italy.[3] It was felt important that both teachers and students were aware of the cultural differences of any given country in order to be able to produce effective and engaging communications. A limitation remained that the training only used Dutch and English as a bilingual training. Further development was need to find best practice.

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. SCC had set itself apart from other institutions by the way it challenged its students. SCC thrived on lateral thinking.

Awards and nominations[edit]

Logotype SCC. (text used in Dutch or English)
Logotype SCC. (text used in Dutch or English)

The students, always in teams art and copy, regularly won national and international prizes, including SJP, ADCN, D&AD.[4]

Teachers and guest lecturers[edit]

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. With various activities. Various disciplines received special attention.

References[edit]

  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]Adformatie - Eervolle vermeldingen SJP/VEA, 19 maart 2002

External Links[edit]

Leeuwarder Courant - 07-03-1998, pagina 61 [5]

John Gillard, The School of Communication Arts (SCA) John Gillard

Collaboration SWOCC and SCC [6]

Collaboration UvA/HvA and SCC [7]

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